PNEUMOMEN ATTACK by Publicis Hong Kong for Sanofi

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Industry Public Safety, Health & Hygiene
Media Promo & PR
Market Hong Kong SAR China
Agency Publicis Hong Kong
Director David Pun
Executive Creative Director David Szabo Limited
Creative Director May Wong Limited
Art Director Jennifer Yip
Producer Ricko Chow
Released December 2009

Credits & Description

Category: Event and Field Marketing
Product/Service: PNEUMO23 VACCINE
Date of First Appearance: Dec 13 2009 12:00AM
Executive Creative Director: David Szabo (Publicis Worldwide (Hong Kong))
Regional Creative Director: Mark Birman (Publicis Worldwide (Hong Kong))
Creative Director: May Wong (Publicis Worldwide (Hong Kong))
Art Director: Jennifer Yip (Publicis Worldwide (Hong Kong))
Assistant Art Director: Chika Tsang (Publicis Worldwide (Hong Kong))
Account Director: Ernest Ma (Publicis Worldwide (Hong Kong))
Account Manager: Clara So (Publicis Worldwide (Hong Kong))
TV Producer: Robert Cheung (Publicis Worldwide (Hong Kong))
Director: David Pun (Off-Lo-Hi)
Assistant Director: Anthony Fu (Off-Lo-Hi)
Producer: Ricko Chow (Off-Lo-Hi)
Media placement: Guerrilla - Everywhere Hong Kong - 13th Dec 2009

Describe the objective of the promotion.
In Hong Kong, 893,500 people are over the age of 65. They enjoy life, going on with their daily lives carefree, oblivious to a deadly virus lurking all around them. The virus is pneumococcus. And the mortality rate from this disease is almost 80% among the elderly. Our objective is to motivate the elderly in Hong Kong to protect themselves with the pneumo23 vaccine.

Describe how the promotion developed from concept to implementation
We humanised the pneumococcus and called them “Pneumomen”. They were set loose in the city, in parks, clinics, public buses, markets, the underground, restaurants… And then we let them infect the elderly. How? Stickers were created to represent the virus. The Pneumomen stuck these on every elderly person they came across. No one could escape.

Describe the success of the promotion with both client and consumer including some quantifiable results
So far, over 300,890 elderly have been vaccinated. Our video has 119,000 hits on YouTube and counting. The Pneumomen got the media talking and even the Hong Kong government has supported this movement.

Explain why the method of promotion was most relevant to the product or service
The elderly seldom watch TV and never go online. So we had to target them directly and innovatively. The Pneumomen went around Hong Kong 'infecting' and scaring them while they went about their day. It also sent across the message that the serious pneumococcus virus is omnipresent.