Lonhala Magnair

Goals of Product/Campaign

LONHALA MAGNAIR is different – it is not an inhaler or a standard jet nebulizer. It comes in a distinctive delivery device with unique features that can truly make a difference in a patient’s life. With so much noise in the market, though, we knew that just talking about this novel treatment wouldn’t be enough. We had to show physicians what LONHALA MAGNAIR could mean for their patients.

Description of the Product/Campaign 

We introduced the world to LONHALA MAGNAIR with an innovative effort called “Room to Breathe.” It showcased the brand in a real-world-like setting so that treaters could imagine patients using it as they really would, and not in the contrived setting of a physician’s office. Physicians were able to experience this environment through a virtual reality experience, which we developed from a kick-off live event. We rendered the home of a user of the drug in VR to showcase how each room of the house reflects the product’s unique features, including near silent administration, quick nebulization time, and convenient audiovisual feedback. The campaign grabbed the attention of prospective targets in an eye-catching way and helped place them in the patient’s shoes.

Through VR, reps could bring the immersive experience to customers at their own office, and at conferences of all sizes.

What Made it Special

We partnered with an experience development team focused on bringing new ideas to life through integrated production, which enabled us to build a unique, immersive experience that created tremendous value for Sunovion. In the VR debut, over 100 customers lined up to take part, each spending over 7 minutes on average in the experience.