Kellogg’s has launched an interactive VR experience with TBWA Eleven and innovation company NAKATOMI to educate Australians on the importance of fiber in gut health.
Set inside the human gut, Kellogg’s ‘Gut Bacteria Reef’ teaches players that their gut is similar to a coral reef, home to trillions of organisms that need specific nutrients to thrive. Players follow the journey of Kellogg’s cereal through the human gut as the cereal’s fiber nourishes the good bacteria and allows them to grow and prevail over the bad bacteria.
The campaign reflects findings from the CSIRO Institute of Research which shows that despite 50% of Australians experiencing gut health problems every year, two-thirds of Aussies are still not meeting their daily recommended intake of fibre.
The campaign included a partnership with SEA Life Sydney Aquarium over the school holidays, inviting visitors to try the VR experience and get up close tp the organisms and diverse flora that live within our bodies, and learn about the importance of fiber in maintaining this ecosystem.
Kellogg’s senior breakfast marketing manager, Dan Bitti, said: “Our cereals contain key sources of fiber that can help Australians maintain a healthy gut. Thanks to TBWA Eleven and NAKATOMI, we’ve combined the science of gut health with the fun of play in an innovative way that will lead to more Australians understanding the complexities and needs of the microbiome that lives in all of us.”
TBWA Eleven executive creative director, Russ Tucker, said: “We’ve been working on this project collectively through various states of lockdown, extreme weather events and technical challenges, so it’s great to see the whole campaign finally come to life. A huge thank you to everyone who stayed the journey and helped bring this idea to life.”
NAKATOMI’s Ben Bray and Andy Timms added: “Gaming is such a powerful medium for storytelling, and VR is the latest, most immersive way to game. Instead of learning by seeing, players are given the chance to learn by experiencing the gut for themselves. We loved working with the team at TBWA Eleven to create a beautiful, fun and immersive world. While designed for kids, we’re super proud of the reception it’s had online with the STEAM community. Thanks to everyone involved.”
Eleven PR was appointed to handle Kellogg’s PR for Australia and New Zealand in 2018.
The VR game is available on the gaming platform STEAM. A 360 degree version of the experienced can be viewed on YouTube.
Dan Bitti – Senior Marketing Manager – Breakfast
Gina Levy – Senior Nutrition Manager
Katrina Villamor – Senior Brand Manager
Felicha Carey – Brand Manager
Kavita Desai – Senior Brand Manager
Creative and PR: TBWAEleven
Game Design and Development: Nakatomi