Wanting to encourage young people in Latin America to learn about the importance of having a strong immune system, Redoxon breaks the real world’s borders to try to protect people in the virtual world. Its army is titled “Redoxon Defense Squad,” which took shape by having Free Fire gamers as soldiers.

To provide the ultimate protection, Bayer‘s Vitamin C brand invited gamers of the battle royale game to nominate their friends for the chance to play with some prominent gamers in LATAM such as professional player TheDonato and World Free Fire Champion Nobru. Other gamers who helped players stay in game for longer included CEROL, ElChino_RB, Adonis TH, and Machika. Through the activation, developed by MullenLowe SSP3 agency with global leadership from MullenLowe Group, the brand managed to deliver its message to more than 3.7 million young people across Latin America.

The gamers helped boost the defense of players in Peru, Ecuador, Mexico, and Brazil via live-streamed events across Twitch, YouTube, and Facebook. The mission unfolded over the span of three days, March 5 – 7, with playing time set to 90 minutes. The event was so popular that the brand got more than 13 hours of streaming time, with strong engagement from the elite players who communicated to their audiences the importance of a healthy immune system in between games.

Patricia Corsi, Global Chief Marketing and Digital Officer, Consumer Health division of Bayer, said: “For over 80 years, Redoxon has been a pioneer in helping to keep your immune system — your body’s natural protector — in top form. We are constantly looking for innovative ways to connect in a relevant way with young people around the world and educate them about the importance of supporting and maintaining their natural defenses. Through the REDOXON DEFENSE SQUAD, we were able to deliver this important message to over 3.7 million young people in a compelling way and contribute to the wellbeing of the population.”

Alex Okada, Global Creative Director for Bayer at MullenLowe Group, added: “Video games have played an incredibly important role in helping young people feel connected during these times, so an activation of this scale was the perfect way to connect with a younger audience and extend the protection Redoxon offers in the real world to the virtual world. We’re very proud and excited the campaign achieved such great results, thanks to the dedication of the team involved, and hope that through this campaign we have empowered young people to take charge of their health.”

“Developing campaigns around gaming is something we love, especially when it can generate positive change. Through this program, we helped Bayer connect with young people and help them improve their defenses at a time when it is more important than ever, and we’re excited to see so many people tune in to the event which was a great success,” concluded Diego Muñoz and Juan Pardo, MullenLowe SSP3 Executive Creative Directors.

The event marked a milestone for the gaming community, which witnessed Nobru and TheDonato playing for the first time to help protect and defend players. Also, for the first time ever in the Nutritionals category, Redoxon expanded the protection it offers in the real world to the virtual one. Garena, the online game developer that owns Free Fire, contacted Bayer as soon as they saw the activation go live with the intent to discuss how they can work alongside the brand on future campaigns.

Credits:

Client: Bayer

Brand: Redoxon

Agency: MullenLowe Group / MullenLowe SSP3, Bogotá

President Global Creative Council: Jose Miguel Sokoloff

Global Creative Director for Bayer: Alex Okada

Brand Business Leader: Will Dixon

Brand Strategic Leader: Ayesha Walawalkar

CEO: Francisco Samper

ECDS: Diego Muñoz, Juan Pardo, Carlos Andrés Rodríguez, Jaime Duque

COO: Juan Pablo García / Camilo Plazas

Digital Director: Jennifer Boshell

Creative Director: Jhonnathan Triviño / Nestor Benjumea / Juan Pablo Maldonado / Byron Poveda

Planning Director: Carolina Mejía

Art Directors: Jorge Luna / Andrés Jácome / Daniel Ramos / Anderson Alvarez / Rony Saavedra

Copywriter: David Meneses / Leonardo Jimenez / Juan Alba

Group Account Director: Ross Marshall

Account Director: Laura González Aparicio

Account Executive: Mateo Londoño Escobar

Account Manager: Chris Morrogh

Production Director: Jose Altamar

Redoxon Regional & Mexico Manager: Claudia Gorostiza

Brand Manager Consumer Health Colombia: Nathalia Jiménez

Brand Manager México: Maria del Carmen Velez

Vitamins & Allergy Manager Bayer Brasil: Alexandre Calvet John

Casa Productora: Diptongo

Director: Sebastian Mejía

Sonido: Diego Cáceres