Pfizer Nutrition targets ‘picky eating’ children with edutainment iPhone game

The Pfizer Nurtition brand says the game is the world's first app to blend augmented reality technology in to day-to-day learning. It says it is a customised innovation to help educate parents and kids to understand the consequences of picky eating in a fun and interactive way.

Children can learn about food nutrition from the quiz game, and it can also become an interactive teaching tools for parents, through real voice pronunciation and multi-player modes.

By applying to the new Augmented Reality (AR) technology, the background setting of the game changes in accordance to the real environment in which game players are, and kids can move their hands or bodies along 180 degrees to catch as much "healthy" food as they can, while avoiding the junk food.

This iPhone game was created by digital agency Agenda and supported by media agency OMD, partnering with Yahoo Hong Kong. It was launched in mid-August.

Since then, it has become the third most popular app in the education category.

“Grasping the ever-increasing trend of mobile access, we are dedicated to continuously develop interactive devices to help raise the awareness of healthy lifestyles among parents and maximise our brand message," said Brucemond Chan, marketing manager of Pfizer Nutrition Hong Kong.

"We are excited that lot of positive word-of-mouth has been received since its launch in the market,” added Alexandra Lo, associate product manager, consumer interactive.

 

Credits

Project iFood learning mobile application
Advertiser Pfizer Corporation Hong Kong Limited
Client Alexandra Lo, associate product manager, consumer interactive
Brief To connect target who lack awareness of picky eating consequences & nutrition intakes in everyday life.
Digital creative agency Agenda (Hong Kong) Limited
Tribal Chief, Social Creative Lab Rudi Leung
Creative director Eric Poon
Art directors Tracy Chow, Nam Tong, Alice Fung & Ricky Ho
Technical consultant Paul Mok
Account servicing Yan Yan Hui, Gwyneth Mak
Media agency OMD Hong Kong
Exposure  Mobile apps (including Apple Daily, Headline Daily, on.cc, am730, am730 Parents, Yahoo WAP) and online Web (including Baby Kingdom, Yahoo)