Getting your brand to stand out from the crowd at congress is an incredibly competitive environment. To capture the attention of dermatologists visiting EADV in 2019, we needed to do something completely different. We asked them to do something they had never done before at congress, to go on a journey through Sanofi’s new breakthrough biologic¬ – in a 4D experiential lift! With the use of smoke and mirrors, well digital screens actually, we recreated the sensation of going down and up in a lift, to tell the Dupixent story.

UK regulations state no direct link to products or medical treatments in unbranded communications. Wherever there is mention of product name it must adhere to non-promotional agreements.

ABPI, Veeva / MINT regulatory boards

The target audience was all dermatologist and KOLs attending EADV Paris 2018

Situation – Atopic dermatitis (AD) is a chronic relapsing, inflammatory skin disease. For years the condition has been treated with topical steroid creams, which come with their own debilitating side effects. Patients have been known to bathe in bleach or scratch their skin with a hairbrush to get relief from the constant itching.

Brief – For the launch of Dupixent, Sanofi Genzyme Regeneron’s breakthrough biologic for the treatment of Atopic Dermatitis, we were asked to reframe the science around Atopic Dermatitis and produce a stand-out experience at the EADV congress.

Objectives – We wanted to capture the attention of dermatologists and KOLs at congress. For a long time, the ways to alleviate the unpredictable effects of Atopic Dermatitis have been topical. We wanted dermatologists to look at it from a new perspective – under the skin. And educate them about Dupixent’s unique MoA.

When the delegates arrived on the congress stand, they were asked to ‘See below’ via a wood panelled lift. They were enticed in by a traditional bellhop to delve deeper into Dupixent’s unique MoA and see how patients’ lives are affected by this debilitating condition. When they entered the lift they were transported down into the MoA, below the surface of the skin. They then went up to the patient story though water and popped up in a swimming pool. Our patient relayed her story from under an umbrella, as the sun can trigger flare ups. Finally, to make sure the delegates left the experience with a smile on their face we launched them above Paris and into space. We used sound design, scene-activated aromas and temperature changes to enhance the whole experience.

Target audience – We targeted dermatologists and KOLs at EADV, the largest dermatology congress in the world, attracting over 15,000 delegates every year.

Approach – We wanted dermatologists to radically rethink how they treat AD. Currently they treat patients using topical steroid creams applied to the skin. Steroid creams can be addictive and lose their efficacy over time.

We wanted them to know that there’s a new approach available that treats the causes of Atopic Dermatitis and not the symptoms.

So, we wanted our idea to highlight that changing peoples’ lives starts ‘below the skin’.

Implementation – The campaign used four production companies. In the middle of the stand stood a wood panelled lift that came with its very own bellhop. Seven 98” 6K screens (one under their feet) was inside the lift. A CGI company worked on the MoA to fit the screens surrounding the delegates. The patient story was filmed on location. Another CGI company developed the film where we launched our delegates into space..

Timeline – From concept to completion took over 10 months of planning and development

Placement – Digital 6 sheets at Charles De Gaulle airport. 48 sheet cross-track posters at the congress metro station. 6 sheet transit posters. Street artist. Microsite. Social film. 4D Lift experience.

Scale – In total the campaign cost £1.2 million.

1000+ delegates visited the lift over 3 days.

1500 delegates details were captured on the entire booth. 10% of the congress audience.

Sales – Figures are being released in May