Cannes Lions

VR Vaccine

OGILVY BRASIL, Sao Paulo / HERMES PARDINI / 2017

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Overview

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Credits

Overview

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.

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.

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