Hermes Pharma: Hermes Pharma

Credits & Description:

Title: Vr Vaccine
Agency: Ogilvy Brasil
Brand: Diagnosis Lab
Corporate Name of Client: Hermes Pardini
Brand: Hermes Pardini
Country: Brazil
Entrant Company: Ogilvy Brasil, São Paulo
Advertising Agency: Ogilvy Brasil, São Paulo
Production Company: Vetor Filmes, São Paulo / Sonido, São Paulo / Shutterstock, New York
Additional Company: Hermes Pardini, São Paulo
Vp Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Félix Del Valle (Ogilvy Brasil)
Creative Director: Márcio Fritzen (Ogilvy Brasil)
Broadcast Production Director: Rafael Rosi (Ogilvy Brasil)
Executive Producer: Cecília Taioli (Ogilvy Brasil)
Producer: Lais Pereira (Ogilvy Brasil)
Creative Director: Eduardo Doss (Ogilvy Brasil)
Creative Director: Ricardo Sciammarella (Ogilvy Brasil)
Copywriter: Tarik Frank (Ogilvy Brasil)
Art Director: Sandra Alves (Ogilvy Brasil)
Account Director: Larissa Ferrari (Ogilvy Brasil)
Account Executive: Juliete Petri (Ogilvy Brasil)
Director: Nando Cohen (Vetor Filmes)
Director: Luiz Evandro (Vetor Filmes)
Executive Director: Alberto Lopes (Vetor Filmes)
Executive Director: Paula Moraes (Vetor Filmes)
Executive Director: Francisco Puech (Vetor Filmes)
Director Of Photography: Claus Stellfeld (Vetor Filmes)
Account: Isabela Gava (Vetor Filmes)
Account: Giovana Grigolin (Vetor Filmes)
Editor: Fred Siviero (Vetor Filmes)
Animation Supervisor: Leo Cadaval (Vetor Filmes)
Programmer: Kleber Kenyti (Vetor Filmes)
Account: Manuela Thomas (Sonido)
Account: Evandro Cavalcanti Neiva Neto (Sonido)
Director: Lucas Duque (Sonido)
Producer: Marcio Biaso (Sonido)
Marketing Manager: Cristiane Vieira (Hermes Pardini)
Vaccines Coordinator: Melissa Palmieri (Hermes Pardini)
Health Wellness Account Director: Denise Israel (Ogilvy Brasil)
Brief with projected outcomes:
Anvisa (National Agency of Sanitary Surveillance) it is the regulatory agency in Brazil that controls the medical advertising. To the final consumer is only permitted advertise non prescription medicines, the exception is when the communication promotes information about diseases, treatments and have only the laboratory signature, nothing related to products.
Strategy:
Our main strategy consisted in the use of VR to transport kids out of the traditional vaccination moment, the cold and white environment of a hospital is transformed into a magical place and the vaccine stop being a hassle to become a form of entertainment. We created a 3 minute VR experience. A Super-hero story that shows and helps convince kids that the vaccination they are getting is a shield that will protect them against villains both in the VR world and in real-life. This strategy allowed us to make a better experience for kids but also for the nurses that apply the vaccine and can apply them in kids that are calmer and not under stress.
Execution:
First we created a story that would explain to the kids what a vaccine means, we decided to show the analogy of a shield that when applied can help destroy enemies. Then we developed the animation and created the VR experience around it, transporting the kids to a special kingdom, where he interacts with a princess that will apply the shields. A mobile application was then created to let parents and the medical staff to know everything that the kid was experiencing inside the VR gear and the right moments when to clean the area and apply the vaccine. And to finalize we decorate the rooms where the system was used and also developed band-aids that would serve as honor badges and connect even more the VR experience with the real experience.
Outcome:
We did this action in April, the highest flu month in Brazil, due to the colder weather, and got a huge visibility within the national and international press. Brand perception improved and our website visits rose around 9% and the number of vaccinations scheduled for the period rose 13% in the participant units. The client has now the plan to expand the project to all it's 80 units in Brazil. And it's stock price rose since the debut of this idea. But most important, other vaccination centers already contacted Hermes Pardini to buy and use the technology.
Relevancy:
This work is relevant because we use an immersive experience based on mobile VR to entertain children during the vaccine’s application. The VR Vaccines are an idea centered in the most entertaining thing to kids: a cartoon adventure. We found a way to transform a very serious moment related to pain and fear, into a light-hearted piece of content, by associating the key moments of vaccination with our special VR’s interactions. It's much more than an idea with an immunization awareness message. It's something that every person wants to have as positive memory related to childhood.
Synopsis:
Every year, hundreds of millions of children around the world have to face one of the scariest childhood villains: the vaccines’. The story is always the same, kids cry and scream when they see the needles. Moreover, this problem also affects parents and nurses. The parents fell guilty every time they have to take children to a vaccination clinic. The nurse gets stressed out with crying kids that can move a lot during the process and force them to make an error.Hermes Pardini, one of the biggest brazilian laboratories and vaccination centers, wanted to tackle that issue with technology. Our brief was to help the Hermes Pardini to make the vaccine moment less painful to kids, parents, and nurses changing any negative perception linked to this process.
Audience:
Every year, Brazillians kids cry and scream, due to vaccines application. Moreover, this problem also affects parents and nurses. The parents seem guilty every time they have to take children to a vaccination clinic. The nurse gets stressed out with the intense kids moving during the vaccine application.
Campaign Description:
The VR vaccine is an immersive experience that uses Virtual Reality to entertain children during the vaccination process. As the children enter the vaccination room, we invite them to participate on a VR adventure inside a super-hero themed land, we match the actions inside the experience to the actions in real life, applying the vaccine at the same time the Super-Heroes inside the VR experience apply a super-shield to the children's "animated" arm. A shield that will then help the princess to save her kingdom. Our goal was to create something colorful and friendly. Everything was planned to make the children more calm and quiet during the process. The dialogues and even the colors are used to helps kids overcome the fear. We wanted to transform a traumatic experience in an experience they will want to repeat.