SEE BELOW

TitleSEE BELOW
BrandSANOFI GENZYME
Product/ServiceDUPIXENT
Category G01. Regulated
Entrant HAVAS LYNX Manchester, UNITED KINGDOM
Idea Creation HAVAS LYNX Manchester, UNITED KINGDOM
Production HAVAS LYNX Manchester, UNITED KINGDOM
Credits
Name Company Position
Tom Richards Havas Lynx Group Chief Creative Officer
David Hunt Havas Lynx Group Chief Executive Officer
Phil Howells Havas Lynx Group Creative Director
Jamie Axford Havas Lynx Group Senior Creative

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

Europe regulations state no direct link to products or treatments in unbranded communications. We worked in line with all European regulatory bodies and the client’s in-house legal and compliance teams.

Describe the target audience and why your work is relevant to them. Pharma audience types:

Target audience: HCPs, dermatologists and influencers attending EADV 2018

Background

Situation: Atopic Dermatitis is an immunological disease, the most severe and chronic type of eczema. Unfortunately for patients, the go-to treatment options are topical creams. These come with their own problems and side-effects. Most of them are steroid based and can lead to other comorbidities. Brief: We were asked to produce a stand-out experience for the launch of Sanofi’s breakthrough product, Dupixent – the first targeted biologic for people with Atopic Dermatitis. Objective: To drive footfall to the Dupixent booth and create an engaging experience that would educate dermatologists about the product’s unique mode of action.

Describe the creative idea

We needed to change the way dermatologists treat Atopic Dermatitis by helping them ‘see below the surface’. We created a series of unbranded ads which would ‘peel back’ different structures on their journey from the airport to congress. They were welcomed by digital screens with ‘look below the surface’ messaging on. This message was repeated with a 48 sheet poster at the congress metro station which exposed the innards of the station wall. They then walked past 12 six-sheets on the transit path which uncovered the components inside the light boxes displaying them. They then walked onto street art outside the main entrance of congress which created the illusion of exposed piping etc. The booth housed a 4D immersive experiential lift that took delegates under the surface of the skin to the MoA, to the patient burden and finally launched them through the congress roof, above Paris and into space.

Describe the execution

Implementation: We worked with Happy Finish to create the unbranded campaign from the airport to outside congress. We also worked with Freemans, Sanofi’s brand experience partners (USA) , Maker Films (London) for the patient burden film, Fusion Animation (London) for the MoA and Studio 6 (Manchester) for the CGI space film. Timeline: The concept was originally sold in at a pitch in February 2018 and took 6 months to coordinate teams and develop the final concept. Placement: Charles de Gaulle Airport, the largest international airport in France. Porte Maillot Metro (congress station). Porte Maillot Transit Pathway to congress. Ambient street art outside congress entrance. A booth at EADV which is the largest dermatologist congress in the world with 10,000+ delegates attending. This is where the interactive patient burden films and the immersive lift experience took place.

Describe the strategy

Target audience: HCPs, dermatologists and influencers attending EADV 2018 Approach: EADV Paris was chosen as the perfect launchpad to target dermatologists as it’s dedicated to advancing patient care, education and research in the field of dermatology. It’s where dermatologists come together to share ideas and see the latest products.

List the results

Reach: 1000+ HCPs over three days at congress. We reached 10% of the delegates that attended EADV 2018. Engagement: The lift experience took 6 minutes and drove dermatologists to find out more from the Sanofi representatives on the stand. “A wonderful education piece”, “Better than Harry Potter World” were just a few of the comments we picked out. • 5,000+ visits to underneathAD.com • 500,000+ plays of the World AD video Impact: “A wonderful education piece”, “Better than Harry Potter World”, “Goosebumps – it gave me goosebumps” were just a few of the comments said by delegates. Achievement against business targets: The business target was to launch and drive awareness of Dupixent. Website visits increased by 72% after congress.