Biopharmaceutical strategy adapts to the digital universe to educate players about meningitis prevention.
To talk about the prevention of meningococcal meningitis with young people and adolescents, biopharmaceuticsGSK bet on artificial intelligence. Created byPublicis Brazil, the project had theWarriora platform specialized in connecting brands and streamers, to reach this audience assertively.
During matches ofFortnite eLOL (League of Legends), which are among Brazilians’ favorites, players are impacted by messages about the disease. 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.
“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, explains Daniella Gallo, partner and founder of Warrior.
Laura Azevedo, Creative Director at Publicis Brasil, explains 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.
Around 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 concludes.
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 a scientific basis, says Ingrid.
*Cover photo: Disclosure/GSK
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