A ‘4D’ experiential lift that challenged dermatologists to change the way they treat atopic dermatitis has been recognised at one of the healthcare sector’s leading awards ceremonies.
Havas Lynx Group’s ‘See Below’ campaign secured the ‘Innovation in Healthcare Communications’ and ‘Excellence in Communication through Creative Execution’ titles at the Communiqué Awards held in London last week, impressing judges with the way it used a lift experience to create ‘a true behaviour change’ for the launch of a breakthrough product by Sanofi Genzyme and Regeneron.
Creatives at the Manchester agency joined forces with stakeholders from the atopic dermatitis world to create a six-minute, high-impact 4D journey that took dermatologists under the surface of the skin, up through a pool to visualise the patient’s burden before launching them into space.
The lift was the centrepiece of the booth, styled as a wood panelled Manhattan apartment elevator, with seven 98” screens, sound design, scene triggered temperature and aroma changes and a bellhop who ushered delegates in.
Phil Howells, Creative Director at Havas Lynx Group, commented: “We launched ‘See Below’ at the EADV 2018 Congress in Paris and had the dual challenge of promoting a new approach to treating atopic dermatitis in a very competitive space.
“That is where the 4D lift concept was born and the results were fantastic, with 1500 healthcare professionals taking a ride, 5000+ visits to the campaign website during the three days, with website visits further increasing by 72% after the congress.”
He continued: “It was one of those briefs when the client’s requirements met our aspirations – to deliver an impactful, beautiful and powerful campaign that truly changed perceptions. Everyone was really proud of the work we delivered and we’re over the moon to have been acknowledged by Communiqué.”
Held at the Grosvenor House Hotel in London, Communiqué celebrate the best achievements in healthcare communications, recognising programmes, initiatives, individuals and teams that have made a real difference to patients, stakeholders and influencers, with a changing panel of over 100 industry experts completing the rigorous judging process.
