The Campaign

In a pharmaceutical industry-first initiative that lets young and old, male and female visitors to the booth learn about cancer and encourage them to have screening, we offer visitors the chance to experience two completely new virtual reality (VR) worlds of “the real world” and “inside the body” using a simple VR viewer.

Creative Execution

•Ran the program at the Chugai exhibition booth at 21 nationwide RFL venues. •Attracted visitors to the booth using flyers and banners, and provided visitors with a VR experience by having them look through the VR viewer to see the VR world displayed using smartphones. •The visitor looks for a person in the video who should go for a breast cancer screening, and learns about its importance by using VR to experience a screening at a hospital, view the intracellular world, watch cancer cells divide and see them being removed.

•Significantly boosted the number of visitors to Chugai’s booth by more than double the previous year’s number. •A survey of visitors using the VR contents revealed they understood the importance of early detection and treatment of breast cancer, and were more likely to go for a screening, as a result of using the contents. Specifically, among 611 responses from participants in six main districts, 88.7% showed an interest in breast cancer, and 73.4% were likely to go for a screening; indicating an extremely positive response to the VR program. •Doubling the number of Chugai exhibition booths at RFL has also dramatically raised motivation among Chugai employees to participate in RFL. •We will create opportunities to strengthen the relationship between the Chugai team and the RFL organizers, and seek ways to engage even further with visitors through booth management. •We will exhibit again at RFL 2016, this time featuring lung cancer.

Despite the success of the “giant-sized model” of the colon and disease education used to promote and awareness of colon cancer, which was implemented around 2010, the client cancelled the program due to cost issues with storage, transporting, and set up, etc. To address these issues, we sought to create a virtual version of a real scale “micro-world experience.” Our proposal was truly a case based on lessons from the past. We found a simple VR viewer developed by neuroscientists that provided a VR experience for 1000 yen (~US$10), and were the first to use it before it became popular and we have been devoted to developing novel 360-degree VR contents.