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VR 疫苗
案例简介:战略 我们的主要策略是使用虚拟现实将孩子从传统的疫苗接种时刻转移出去, 医院的寒冷和白色环境变成了一个神奇的地方,疫苗不再成为一种娱乐形式的麻烦。我们创造了 3 分钟的虚拟现实体验。一个超级英雄的故事,显示并帮助说服孩子们,他们正在接种疫苗是一个盾牌,将保护他们免受虚拟现实世界和现实生活中的恶棍。这一策略使我们能够为孩子提供更好的体验,也为应用疫苗的护士提供更好的体验,并可以在平静而没有压力的孩子身上应用疫苗。 相关性 虚拟现实疫苗旨在引发目标的直接反应: 改变你对童年疫苗接种恐惧的心态。这场运动背后的整个想法是通过虚拟现实体验展示将哭泣反应转化为娱乐时刻的可能性。在疫苗应用的同时,这个孩子正在虚拟现实眼镜上观看一场引人入胜的冒险。因此,对于疫苗接种的每一个关键步骤,我们都会提供一个特殊的时刻,让孩子感觉更强壮。正因为如此,爱马仕帕迪尼作为一个品牌,通过直接改善儿童健康,吸引目标受众成为孩子和父母。 结果 由于天气较冷,我们在 4月份进行了这一行动,这是巴西流感最高的月份,并在国家和国际媒体中获得了巨大的关注。品牌感知得到改善,我们的网站访问量增加了约 9%,参与者单位计划在此期间接种的疫苗数量增加了 13%。客户现在计划将该项目扩展到巴西的所有 80 台。自从这个想法出现以来,股价上涨了。但最重要的是,其他疫苗接种中心已经联系了 Hermes Pardini 来购买和使用这项技术。 活动描述 虚拟现实疫苗是一种身临其境的体验,在疫苗接种过程中使用虚拟现实来娱乐儿童。当孩子们进入疫苗接种室时,我们邀请他们在超级英雄主题的土地中参加虚拟现实冒险,我们将体验中的动作与现实生活中的动作相匹配, 同时应用疫苗虚拟现实体验中的超级英雄在儿童的 “动画” 手臂上应用一个超级盾牌。然后帮助公主拯救她的王国的盾牌。我们的目标是创造一些丰富多彩和友好的东西。在这个过程中,一切都是为了让孩子们更加平静和安静。对话甚至颜色都用来帮助孩子们克服恐惧。我们想把创伤的经历转化为他们想要重复的经历。 概要 每年,世界各地的数亿儿童都不得不面对童年时期最可怕的恶棍之一: 疫苗。故事总是一样的,孩子们看到针时会哭和尖叫。此外,这个问题也影响到父母和护士。父母每次带孩子去疫苗接种诊所都会感到内疚。护士因哭泣的孩子而压力很大,这些孩子在这个过程中会移动很多,并迫使他们犯错误。爱马仕帕迪尼是巴西最大的实验室和疫苗接种中心之一,他想用技术来解决这个问题。我们的简报是帮助爱马仕帕迪尼公司减少孩子、父母和护士对疫苗的痛苦,改变与这个过程相关的任何负面看法。 执行 首先,我们创造了一个故事,向孩子们解释疫苗的含义,我们决定展示一个盾牌的类比,当它被应用可以帮助摧毁敌人。然后我们开发了动画,并围绕它创造了虚拟现实体验,将孩子们运送到一个特殊的王国,在那里他和一个将使用盾牌的公主互动。然后创建了一个移动应用程序,让父母和医务人员知道孩子在虚拟现实设备中经历的一切,以及清洁该区域和接种疫苗的正确时刻。最后,我们装饰了使用该系统的房间,还开发了创可贴,作为荣誉徽章,将虚拟现实体验与真实体验联系起来。
VR 疫苗
案例简介:Strategy 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. This strategy 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. Relevancy VR Vaccines intended to provoke a direct response from the target: change your mindset about the childhood vaccination fears. The whole idea behind the campaign was to show through a VR experience the possibilities to transform crying reactions into entertaining moments. At the same time as the vaccine’s application happens, the kid is watching an engaging adventure on VR Glasses. So, for every key step of vaccination, we deliver a special moment that will make the child feel stronger.Due to this, Hermes Pardini became alive as a brand by improving children's health directly, engaging its target audience as kids and parents. 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. CampaignDescription 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. Synopsis 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 of the 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. 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.
VR Vaccine
案例简介:战略 我们的主要策略是使用虚拟现实将孩子从传统的疫苗接种时刻转移出去, 医院的寒冷和白色环境变成了一个神奇的地方,疫苗不再成为一种娱乐形式的麻烦。我们创造了 3 分钟的虚拟现实体验。一个超级英雄的故事,显示并帮助说服孩子们,他们正在接种疫苗是一个盾牌,将保护他们免受虚拟现实世界和现实生活中的恶棍。这一策略使我们能够为孩子提供更好的体验,也为应用疫苗的护士提供更好的体验,并可以在平静而没有压力的孩子身上应用疫苗。 相关性 虚拟现实疫苗旨在引发目标的直接反应: 改变你对童年疫苗接种恐惧的心态。这场运动背后的整个想法是通过虚拟现实体验展示将哭泣反应转化为娱乐时刻的可能性。在疫苗应用的同时,这个孩子正在虚拟现实眼镜上观看一场引人入胜的冒险。因此,对于疫苗接种的每一个关键步骤,我们都会提供一个特殊的时刻,让孩子感觉更强壮。正因为如此,爱马仕帕迪尼作为一个品牌,通过直接改善儿童健康,吸引目标受众成为孩子和父母。 结果 由于天气较冷,我们在 4月份进行了这一行动,这是巴西流感最高的月份,并在国家和国际媒体中获得了巨大的关注。品牌感知得到改善,我们的网站访问量增加了约 9%,参与者单位计划在此期间接种的疫苗数量增加了 13%。客户现在计划将该项目扩展到巴西的所有 80 台。自从这个想法出现以来,股价上涨了。但最重要的是,其他疫苗接种中心已经联系了 Hermes Pardini 来购买和使用这项技术。 活动描述 虚拟现实疫苗是一种身临其境的体验,在疫苗接种过程中使用虚拟现实来娱乐儿童。当孩子们进入疫苗接种室时,我们邀请他们在超级英雄主题的土地中参加虚拟现实冒险,我们将体验中的动作与现实生活中的动作相匹配, 同时应用疫苗虚拟现实体验中的超级英雄在儿童的 “动画” 手臂上应用一个超级盾牌。然后帮助公主拯救她的王国的盾牌。我们的目标是创造一些丰富多彩和友好的东西。在这个过程中,一切都是为了让孩子们更加平静和安静。对话甚至颜色都用来帮助孩子们克服恐惧。我们想把创伤的经历转化为他们想要重复的经历。 概要 每年,世界各地的数亿儿童都不得不面对童年时期最可怕的恶棍之一: 疫苗。故事总是一样的,孩子们看到针时会哭和尖叫。此外,这个问题也影响到父母和护士。父母每次带孩子去疫苗接种诊所都会感到内疚。护士因哭泣的孩子而压力很大,这些孩子在这个过程中会移动很多,并迫使他们犯错误。爱马仕帕迪尼是巴西最大的实验室和疫苗接种中心之一,他想用技术来解决这个问题。我们的简报是帮助爱马仕帕迪尼公司减少孩子、父母和护士对疫苗的痛苦,改变与这个过程相关的任何负面看法。 执行 首先,我们创造了一个故事,向孩子们解释疫苗的含义,我们决定展示一个盾牌的类比,当它被应用可以帮助摧毁敌人。然后我们开发了动画,并围绕它创造了虚拟现实体验,将孩子们运送到一个特殊的王国,在那里他和一个将使用盾牌的公主互动。然后创建了一个移动应用程序,让父母和医务人员知道孩子在虚拟现实设备中经历的一切,以及清洁该区域和接种疫苗的正确时刻。最后,我们装饰了使用该系统的房间,还开发了创可贴,作为荣誉徽章,将虚拟现实体验与真实体验联系起来。
VR Vaccine
案例简介:Strategy 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. This strategy 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. Relevancy VR Vaccines intended to provoke a direct response from the target: change your mindset about the childhood vaccination fears. The whole idea behind the campaign was to show through a VR experience the possibilities to transform crying reactions into entertaining moments. At the same time as the vaccine’s application happens, the kid is watching an engaging adventure on VR Glasses. So, for every key step of vaccination, we deliver a special moment that will make the child feel stronger.Due to this, Hermes Pardini became alive as a brand by improving children's health directly, engaging its target audience as kids and parents. 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. CampaignDescription 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. Synopsis 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 of the 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. 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.
VR 疫苗
暂无简介
VR Vaccine
暂无简介
基本信息
- 广告战役: #Hermes Pardini-DM-6e510#
- 广告品牌: 爱马仕
- 发布日期: 2000
- 行业领域: 公共事业
- 媒体类别: 短视频
- 广告语言: 英语
- 媒介平台: 网络
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获得奖项:
- Cannes Lions 2018 银奖 品牌体验与激活(Use of AR, VR & Mixed Reality)
- Cannes Lions 2018 铜奖 数字制作(Function > UX & Journey Design)
- Cannes Lions 2018 入围 数字制作(AR, VR & Mixed Reality)
- Design and Art Direction 2018 石墨铅笔 体验(Tech Led)
- The One Show 2018 金铅笔 健康与医药(Digital / Use of Technology)
- The One Show 2018 金铅笔 健康与医药(Digital / Mobile)
- The One Show 2018 铜铅笔 直效(Ambient Media / Experiential & Installations)
- The One Show 2018 铜铅笔 健康与医药(Innovation in Health & Wellness)
- The One Show 2018 优秀奖 平面与户外(Innovation in Print & Outdoor / Ambient Media)
- Cannes Lions 2017 金奖 医药类(HCP Devices & Diagnostics)
- Cannes Lions 2017 银奖 医药类(HCP Devices & Diagnostics)
- Cannes Lions 2017 铜奖 户外(Use of Digital Outdoor)
- Cannes Lions 2017 铜奖 推广活动(Immersive Customer Experience)
- Cannes Lions 2017 入围 直效(Use of Technology)
- Cannes Lions 2017 入围 医药类(HCP Devices & Diagnostics)
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