Besides the promotion of the innitiative among influencers relevant to the intended target, during 4 months the scape room offered free entry to the general public in São Paulo. The positive response prompted the expansion of the innitiative to two other cities - Maringá and Londrina – supporting local public vaccination efforts.
First scape room dedicate to engage and inform the population around the risks of Dengue and the importance of prevention, Dengue Experience was the means through which MSL promoted the launch of Sanofi Pasteur´s first vaccine against the disease, among very strict norms of communication
Adding to the communications restrictions, there was the challenge of dealing with the population´s ignorance of the role played by the vírus in the disease cycle.
Unable to talk about the product itself, MSL created an engaging experience, in which data around the disease was communicated as tips to solve jigsaws, this way conveying the brand´s key-messages.
Over 3.000 participants
120 influencer´s voluntary engagement
+15 million people reached in social media
Around R$ 2 million in earned media
Raise of 3% in number of vaccinations in São Paulo
+70% coverage of 3rd dose of vaccine in Paraná State, the best governamental campaign result ever