The Brief

We need a design that leads to immediate response and effect, which solves the problems of patients, parents, and doctors. Sanofi realized that children share unpleasant experiences while getting medical advices under deficient medical environment in China. Also, as many children are afraid of injections, it is suggested to come up with an idea do reduce their fear while receiving treatments. At the same time, it could relay Sanofi's positive image in caring for Chinese children's growth.

Creative Execution

'Happt Shot' It is suggested to design a balloon-like container that holds infusion bags, with infusion tubes attached to it. During the treatment, it would look as though children are holding floating balloons.

Describe the creative solution to the brief/objective.

1. This Campaign was held in hospitals, therefore we don’t need to tell the audience ahead. The target of this direct marketing is that we solved the injection problem for nurse, parents and sick children. We received the feedback of this campaign directly because this design connected with our consumer for their sympathy and brought happiness and joy to the injection room. 2. This campaign is focus on PR which earns a lots of news report on local media. In the mean time, Sanofi contact with hospital directly through B2B channel, which consist of 75% of Sanofi’s annual direct market sells. In addition, this campaign co-established a better social image for Sanofi and hospitals. 3.In the same time, we design a direct mail which have the link of this video on it, we send it to different hospitals. They could contact with Sanofi if they are interested in setting a “happy shot” spot in their hospital. Though the most direct feedback in this campaign are from sick children and their parents, the actual audiences are the staffs in hospitals. The hospital image can be better without the annoying crying voice. 4. The design of this campaign has also been approved by Sanofi HQ in South Africa for application in hospitals in South Africa.

Results

The product causes immediate response and effect. It removes the fear of injections among children. A budget of US1000 was spent to make 100 different styles of balloon-like containers that were used during the campaign held in three Shanghai Children's hospitals. Many parents and children recorded the campaign and shared it on Weibo. More hospitals are planning to work with Sanofi to promote the campaign in other cities in a long-term period. Articles reported by five medical and health magazines, and design magazines. After the Happy Shot documentary film was uploaded, viewership hit 137682 times within 2 weeks, and still rising.