Rather than designing yet another programme centered on endless facts and figures — which had already proven ineffective in increasing awareness about pneumonia prevention among the elderly — we orchestrated an emotional plea to grandparents. What’s more, we had someone to deliver that message that we knew grandparents could not ignore: their grandchildren. And then packaged it in a film that more than 80 million people couldn’t ignore either.

The emotive “Hero” film touched consumers’ hearts, whilst supporting campaign materials convinced their minds with rational arguments and powerful facts and figures.

The campaign ran for just four months but drove an unprecedented 20% of the target audience to speak to their doctors about pneumonia vaccinations.

We applied an active, online video-led strategy, creating an unfolding series of content, including two 60-second “films”, four 20-second, bite-size teaser clips and still photography.

We prepared a paid media strategy for Germany, Greece and Belgium to launch Hero during flu season 2016-17, achieving more than 12.5M views at this critical time.

T1: The campaign drove 20% of the target audience to speak to their doctor about vaccination in a matter of months.

In just one month, more than 80 million people watched the Hero film in just three markets (Belgium, Germany, Greece). Today, this number has increased to 97 million.

Despite a running time of three minutes, the drop-off rate was five times less than average pharma videos.

T2: ETU activity ran in 8 markets (with three markets also running the Hero film activation). Together we achieved:

2 in 3 people within the target audience are now aware of pneumococcal pneumonia following the campaign launch, a 10% increase in awareness.

20% of people plan to get or have already gotten vaccinated following the campaign, a 5% in just a matter of months.

The Hero video alone drove 354,000 visits to the Pfizer website – a clear signal to indicate people were seeking out vaccination.