Mothers crash their kids’ livestreams to talk gut health in probiotics brand’s ‘Ready Player Mom’ campaign

The moms were trained across major gaming platforms, including Minecraft, Fortnite, Complexo, Sims 4, Roblox and Zepeto

Published On
Apr 05, 2023
A gamer staring disbelievingly at an NPC who is actually his mom inside a video game

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Parents’ true superpower is embarrassing their teenagers, a fact that’s put to good virtual use in MRM Spain’s new campaign in Brazil for Sanofi’s Enterogermina, a top probiotics brand.

The campaign, developed with Druide Gaming, involved recruiting the mothers of gaming influencers such as Norbu (who has 30 million followers), Flakes Power, Scorpion and Lipao. The moms were trained in games such as Minecraft, Fortnite, Complexo, Sims 4, Roblox and Zepeto—and then crashed their kids’ livestreams, in avatar form, to talk to them about gut health.

As you can see in the video below, this was funny—and more than a little awkward.

 

The gaming community could use some advice on better eating habits and digestive health, since gamers are renowned for consuming lots of junk food.

“This gaming and social activation is proof that healthcare marketing is a world full of exciting opportunities,” said Félix del Valle, Chief Creative Officer of MRM Spain. “With ‘Ready Player Mom,’ mothers were able to meet their children right where they were in the virtual world of gaming and create a space where the Enterogermina brand could build meaningful relationships with a whole new generation.” 

“Brazil is a key market for us, and we’re excited to launch this campaign here as an innovative and fun way to encourage healthy habits across all touchpoints with our consumers,” added Lipi Banerjee, global sub-category lead, probiotics, at Sanofi.

Credits

Date
Apr 05, 2023
Client :
Sanofi
Client :
Enterogermina
Agency :
MRM Spain
Client Team :
Sylvain Bonnet
Client Team :
Lipi Banerjee
Client Team :
Marília Zanoli
Client Team :
Valerie Brass
Client Team :
Enrique de la Peña
Client Team :
Rafael Masunari
Client Team :
Adriana Molari
Client Team :
Juliana Mendes
Client Team :
Jorge Mendieta
Client Team :
Vanessa Cohen
General Manager :
Maria Martinez
Chief Creative Officer :
Felix del Valle
Executive Creative Director :
Guillermo Santaisabel
Creative Director :
Alejandro Pere
Art Director :
Cristina Calabuig
Art Director :
Fernando Morate
Copywriter :
Elena Gomez
Executive Business Director :
Álvaro Cuneo
Business Lead :
Stefano Piccini
Account Manager :
Lucia Pereira
PR Agency :
WMcCann
Gaming Agency :
Druid Creative Gaming
Influencer Agency :
Spark

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