Created by Publicis Brasil, the project included Warrior and took place during Fortnite and League of Legends matches (LOL)
GSK invested in artificial intelligence to talk about the prevention of meningococcal meningitis with young people and adolescents. Created by Publicis Brasil, the project included Warrior and took place during Fortnite and League of Legends (LOL) matches.
In practice, when characters begin to decrease their performance in the game, the action intervention helps players recover with one requirement: watching educational content about meningitis prevention.
Ingrid Santos, corporate communications manager at GSK, highlights the need to connect with young audiences by providing truthful information about health. “Understanding where our audience is and connecting with them using appropriate language and platforms is challenging, but essential for them to have access to quality information and scientific basis,” she said.
“Our strategy was to use the performance of our exclusive Artificial Intelligence to attract the attention of young people, showing the importance of prevention and immunization, both in the online game and in real life”, explained Daniella Gallo, partner and founder of Warrior.
Laura Azevedo, Creative Director at Publicis Brasil, explained that generation Z is very connected, so we need to create specific strategies to be relevant to the public and make them interested in the message. “About 50% of Gen Z watches 8 hours of streams per week.
“Traditionally an audience is difficult to reach, that’s why we enter the universe in which they are inserted, transmitting a very important message in a current and interesting way, without interfering in any way with the game experience”, he concluded.
