MISIÓN CEPAS - Advergaming para Laive

Objective

Laive, a Peruvian yogurt brand, sought to build consumer awareness of the probiotic health benefits of their products by engaging younger audiences in Peru through entertainment. The campaign aimed to transform educational messaging about probiotic strains—such as nutrient absorption, digestive support, energy, and immunity—into interactive gameplay that would create stronger brand recall than traditional advertising.

Solution

Laive launched a casual 'grab and run' game on Facebook where players collected fruits representing different yogurt flavors across six themed environments (home, gym, office, supermarket, university, and city). The core mechanic linked gameplay directly to product benefits: each of the six probiotic strains functioned as in-game power-ups with distinct abilities—nutrient magnet, health expansion, speed boost, junk food immunity, fruit multiplier, and icon conversion. Players progressed through levels featuring fruits tied to specific Laive flavors (peach, strawberry, banana, coconut, blackberry, cranberry), with each level's probiotic power reflecting its actual health advantage. The game embedded health education into core mechanics rather than overlay, making probiotic benefits tangible through gameplay.

Results

Not published.