The project, conceived by the brand in partnership with BBL and AlmapBBDO, will be active between the 22nd of February and the 5th of March.
O Boticário created an in-game experience that allows users to create their own avatars in the virtual reality game, Avakin Life.
The new project, conceived by the brand in partnership with BBL and the agency AlmapBBDO, will be active between February 22nd and March 5th and will unfold in two virtual Carnival blocks, which will receive the brand names of Boticário makeup and hair categories: Bloco Intense and Bloco Match.
During the period, activations will engage and provide benefits to players, who must choose one of the blocks that will be in Praça do Brasil to enjoy the revelry, where they can interact with the action and earn points. In the dynamic, the champion block will win a special party, open to the public and themed with their colors.
“Our first activation on Avakin Life in 2021 allowed us to capture consumer insights to resume with a more memorable and innovative experience. In line with our strategy of operating in games and connecting with new audiences, we created an innovative and hyper-realistic virtual immersive experience”, commented Renata Gomide, Marketing Director of Grupo Boticário.
The carnival action and the reactivation of the in-game store is a step by Boticário in the strategy of expanding dialogue and promoting differentiated experiences that connect the in and out game world with the most diverse audiences.
“We need to be where our consumers are. Today, we already have an analytical and data-driven mindset. With this, we need to understand this audience in depth, actively listening to the community and, from this listening, connect our brands with the relevant language, products and services, linking the audience to a personalized strategy. We cannot talk about evolution and building the future of our business and communication without being connected with gamers”, commented Natalia Calixto, Director of Media, BI, CRM & Insights.
In addition to activations around Carnival, players will have access to O Boticário skins that can be purchased at the brand’s store, where consultant Thaty will be ready to receive them. The customizations refer to real products from the makeup and hair categories, translating the selected portfolio items for this new entry into colors and benefits. As for makeup, we have as options the Eye Pencil Aubergine Eyes Artistic Grape Intense by Manu Gavassi, the Matte Compact Blue Eyeshadow for Meditating Intense by Manu Gavassi, the Creamy Pink Lipstick 260 Intense, among others. And for hair, among the variety of items, we have the Match Tonic of Growth.
Another action that will happen is the exhibition of videos with tutorials of make and looks at AvaBytes, the game’s cinema, so that players can also enjoy the tips outside the game.
“This is another move of a 360º and growing strategy of games for O Boticário, with the objective of consolidating itself, more and more, as the preferred brand in the category for the gamer public. Our challenge in media is to expand the points of contact with this target, but also creating deep relationships. Resuming activation in Avakin is proof of that. We are continuing our relationship with real life game players at a time when conversations about the festivities are starting to heat up”, highlighted Suellen. Kiss, Media Director at AlmapBBDO.
