GSK – 72 HOURS OF CHAOS
Project:
For GSK’s meningitis B (MenB) vaccine, we had an uncommon target audience: college health administrators. They are the people with the authority to include a vaccination as required or highly recommended for a college’s incoming freshmen. We wanted MenB to be on these vaccination lists.
Our team created a virtual video experience of a meningitis B outbreak on a college campus. It’s called “72 Hours of Chaos” and we were tasked with getting this target audience to engage with it.
The Cube
For direct mail, we created a dynamic piece that literally pops out once it’s removed from the band. Using urgent language, bold colors, and provocative questions, we created something that couldn’t be ignored and would compel the recipient to scan the QR code and engage with the experience.
The Card
As an additional direct mail piece, we created this 4-sided foldable card, featuring bold questions on the outside with more details about the dangers of meningitis on the inside.
One of a series of emails driving the college health administrators to the experience.