AMA on Fortnite

To reach the next generation of customers, the pharmacy chain Amavita is going where they spend a lot of time: Fortnite – one of the most popular games among Swiss teenagers.

We created a Fortnite Island called “Vitaverse”, on which eight letters are hidden. Together, they form a keyword which gets players a free starter kit in selected Amavita pharmacies. The kit contains useful products and a booklet which deals with important topics relating to hygiene and sexuality. Anyone who has burning questions about these topics can add the avatar AMA (short for “Ask Me Anything”), who answers young people’s questions anonymously via Fortnite’s chat function. AMA is supervised by trained sex educators.

This innovative initiative is being communicated with a creator campaign on Twitch, Tiktok and Instagram. The first phase of the campaign in 2023 was so successful that the initiative was extended into 2024.