PR / Shortlist

Título: VR Vaccine
Agência: Ogilvy Brasil
Anunciante: Hermes Pardini

Diretor de criação: Claudio Lima, Félix del Valle, Ricardo Sciammarella, Márcio Fritzen, Eduardo Doss

Produtor da agência: Rafael Rosi, Cecília Taioli, Lais Pereira

Redator:: Tarik Frank

Atendimento: Denise Israel, Larissa Ferrari, Juliete Petri

Produtora de som: Sonido

Sinopse: Every year, thousands of brazillian children take vaccines. Due to this, kids suffer from stress, anxiety, and fear.Hermes Pardini, a health clinic center, is going to change this with the first VR Vaccine.With this VR tool, vaccine application happens at the exactly moment when the super-hero inside the VR apply a super-shield into children’s “animated” arm, that will help the princess save her kingdom.The Hermes Pardini Center is expanding the VR Vaccine to all 80 Brazilian units

URL:: http://www.shakemelikeascroll.com/vrvaccine/

Diretor de Arte: Sandra Alves

Produtora: Vetor Filmes

Diretor: Nando Cohen, Luiz Evandro

Diretor de Fotografia: Claus Stellfeld

A situação:: 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 ofthe 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.

O objetivo:: 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 helpthe 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.

A estratégia:: 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. Thisstrategy 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.

Execução:: 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.

Resultados documentados:: 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.