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Genexa Island Launch

basics
Industry: Pharmaceutical
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Genexa wants you to ditch Tom Nook’s dirty medicine
The first clean medicine company has built a fantasy island in Animal Crossing that brings free clean medicine to players in-game and in real-life.
In a smart move to reach thousands of players and a new audience, clean medicine company Genexa has created its own 5-star island within ‘Animal Crossing: New Horizons’ where you can get free clean medicine in-game and in real life. Genexa wants people to ditch the dirty ingredients in their medicine (like artificial dyes and common allergens) and playfully offers a clean alternative to the unknown ingredients Tom Nook uses in his medicine while questioning Nook’s true priorities.
When gamers visit Genexa Island, they get an immersive guided tour and some insight into why using clean ingredients in medicines is so important. Players also have a chance to win more real-world prizes during their visit.
Working with strategic and creative transformation partner co:collective, Genexa has created a haven where players can learn about Genexa’s products and the clean ingredients that they use in place of other brands’ dirty ones, such as high fructose corn syrup, artificial dyes, and common allergens. Visitors can also receive free in-game items like Nook Miles Tickets and medicine, plus free real-life items like tie-dye t-shirts and totes made from artificial dyes and a bottle of Genexa medicine of their choice.
To kick-off the campaign, Genexa is working with gaming influencers AbdallahSmash026 and Kang Gaming. The two streamers will spread the word with recorded tours across their social channels. Then, to further spread the message, Genexa and co:collective are partnering with Animal Crossing micro-influencers to ‘tell the truth’ about Tom Nook’s medicine, rather than running traditional ads. Ultimately, this activation is about creating fun conversations and developing deeper relationships with people.
Tom Nook owns Nook’s Cranny. It’s the only shop in town, and therefore the only place where you can buy medicine (unless you make it yourself) for when you get stung by a wasp from shaking a few too many trees or when your villagers fall sick. But unlike when you make the medicine yourself, you can’t truly tell what is in Tom Nook’s medicine you’re purchasing.
In an amusing in-game challenge to this commerce baron, Genexa and co:collective are challenging Nook’s monopoly by offering the community a free alternative as they tour Genexa Island.
“We know that speaking to a younger audience requires meeting them where they are. Genexa Island, and the playful campaign that taps into the community’s pre-existing jokes about Tom Nook, is the perfect way to genuinely entertain while educating at the same time.” say Joesephine Kim and Sam Hoffman, creative team at Genexa’s partner agency, co:collective.
The island features haute amenities including a stress-relieving spa and even a golden toilet, representative of their Lax-Aid product, which is set in the dramatic scenery of waterfalls and lilies of the valley.
When players post an in-game photo using the tag #DitchTheDirty on Twitter or Instagram, they’ll be entered into a giveaway for a tie-dye t-shirt, a tie-dye Baggu tote, and 300 Nook Miles Tickets.
Kelli Lane, Managing Director, co:collective and interim CMO of Genexa says, “Genexa is a clean, modern pharmaceutical firm and so it makes sense that it should appear in culturally-relevant spaces where millions of people play every day. It’s the first of its category to appear on the Animal Crossing platform and we are thrilled to be able to reach people where they are, especially as so many real-world events and experiences have gone digital.”
To access Genexa Island and get your free clean medicine, players need to send a direct message to @Genexa on Twitter or Instagram. The island opens on October 26 and a limited amount of visitors can explore between 3-7pm ET through October 28th.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Other credit:Co-CEO: Ty Montague, Rosemarie Ryan
Co Collective MD, Genexa CMO: Kelli Lane
Client Engagement: Allie Guggenheimer
Production Manager: Dani Rebellon
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