Cannes Lions

Xiidra ECP Virtual Reality Game

TAKEDA PHARMACEUTICALS U.S.A., Cambridge / TAKEDA PHARMACEUTICAL COMPANY LTD / 2019

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Overview

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Credits

Overview

Background

Xiidra is a unique treatment for dry eye disease, in a class of its own. The convention experience needed to elevate that further, and the mechanism of action (MOA) became the key. Once doctors understand the MOA, this unlocks a desire to prescribe. Yet MOA stories feel the same: dry and convoluted with terms that can distract and confound.

Objective: develop an elegant, 360º immersive experience that clearly communicates the Xiidra MOA. Create fun and appealing actions that lead to a memorable, educational moment.

Idea

The idea was to take the typically dull, boring, uber-scientific MOA video and make it into an entertaining, approachable, interactive, and unforgettable virtual reality gaming experience.

To fuel understanding, we brought the ocular surface to life as a fully realized (and virtually inhabitable) world, illustrating how the lifitegrast (Xiidra) molecule works to interrupt the perpetual cycle of inflammation central to dry eye disease.

We weren’t just asking doctors to consider our dry eye treatment—we were asking them to play the role of our dry eye treatment.

By getting doctors to *do* the very thing we wanted them to understand, we were creating positive experiences, brand connections, and long-term understanding.

Strategy

The insight: our audience (MDs and ODs) enter the ocular field for a reason—they’re looking for clean ways to create clarity. We've learned that the Xiidra MOA is the key to building understanding and, ultimately, Xiidra prescribing/loyalty.

Our approach was to introduce game mechanics into what’s normally an incredibly dry topic—in other words, to create something that had never been experienced before.

We were able to put our unique Xiidra spin on it and create big buzz at conventions. It was a big hit with the optometrists and ophthalmologists who attended the conventions. They were dazzled by the immersive experience and the attention to detail. And, most importantly, it got them talking about Xiidra for their appropriate patients. They were recognizing the clinical and practice value that Xiidra offers.

Execution

Implementation:

We constructed an immersive multimedia experience animated in high-definition audio and video.

It’s hard to look graceful while you’re swatting at thin air and wearing a full VR gaming headset, so private “game pods” were constructed within our convention booths to provide players with a more intimate experience. While each VR setup had a degree of privacy for each player, the pods were still prominently featured, generating mystery and interest from passersby.

Sponsorship pieces throughout the convention hall advertised the experience and drove game participation.

Timeline:

It wasn’t just a game, it was our baby. Appropriately, it took approximately 9 months from concept to deployment.

Placement:

The booth sprung to life in eye care convention halls beginning in June 2018 and lasting through December 2018.

Outcome

Appeared in 4 conventions in 2018

Individual convention attendees who played the game: 1,018

Minutes of interactive, engaging, educational play: 7,119

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2019, TAKEDA PHARMACEUTICAL COMPANY LTD

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