For over 25 years, Actimel has been a part of morning routines to support people's immune systems. To bring this promise to life with Gen Z, Actimel and VML joined forces with Apfel, the developer of Zombie Hunter, one of the most trending maps on Fortnite, to design a giant spaceship: "The Immunity Station by Actimel" inspired by Fortnite's iconic shield potions to grant characters 30 seconds of immunity and remind Gen Z gamers about the importance in real life of maintaining their immune systems.
Immunity Potion by Actimel
A new Fortnite potion to support gamers' immune systems
Client
- Actimel
Office
- France
Video game heroes can rely on millions of Fortnite potions to protect themselves and strengthen their in-game defenses. But who protects the players?
In France, 90% of Gen Z engage in video gaming and 80% suffer from vitamin D deficiency due to limited sun exposure. Actimel, renowned for its vitamin D-rich immune-boosting dairy drinks, faced the challenge of reconnecting with Gen Z and reinforcing Actimel's message about the importance of vitamin D. Parents had stopped purchasing Actimel, believing it was solely for childhood. However, reaching this demographic proved challenging due to their disinterest in traditional media, where Actimel historically advertised.
The campaign connects Actimel's immunity promise "Le petit geste immunité des bonnes journées" from traditional media to the gaming world by collaborating with Fortnite experts at Epic Games and two of France's biggest YouTube stars, Inoxag and Michou, to ensure that everyone – from casual players to dedicated streamers – enjoys themselves while recognizing the importance of consuming Vitamin D through the Immunity Potion and incorporating it into gameplay.
Potions are undoubtedly one of the most widely used features in video games, and we used the most iconic of them to deliver our immunity message. We capitalized on the striking resemblance between Fortnite's shield potions and Actimel bottles to create a brand new custom-built potion: "The Immunity Potion," an innovative shield fueled with 30 seconds of damage immunity.
To deploy the potion, we launched a massive Actimel-shaped rocket into the center of the map for all players to see. Every new day in the game, an Immunity Potion was distributed to players as they faced a new horde of zombies – reinforcing in gamers’ minds the importance of maintaining their immune systems every morning thanks to Actimel.
The Actimel campaign was tremendously successful. With 26.5M€ of earned media, more than 350,000 gamers tasted the Immunity Potion with an average playtime of 29 minutes versus 11 minutes on average in other creative maps.
Out of this group, 54,000 came back to play on the map at least once, resulting in a retention rate of 15%, far surpassing the average of 3 to 6% seen in other Fortnite advertising campaigns. The campaign had an excellent overall impact, with 53% of Generation Z individuals exposed to the promotion, indicating they were highly likely or somewhat likely to purchase Actimel. This statistic helps to explain the impressive 18% increase in Actimel sales in June, the month following the campaign.
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