RYBOT

This is an interactive mobile experience, where you don't just watch the film - but feel it. As RYBOT buzzes along, the sound design is enhanced by haptics (that make your phone vibrate). And when RYBOT shines its light, illuminating the path of a targeted therapy, so does the flashlight on your phone. This makes the passive nature of watching a film, immersive - allowing the audience to be part of the action. Aiding in the memorability of the brand.

*The RYBOT experience works on most modern mobile devices, but is optimized for Android. Some features such as haptic feedback are not available on iPhones. If you would like to test it out in the jury room, please make sure to do so on an Android phone.

Background:

The launch of RYBREVANT® in 2021 changed the treatment landscape for EGFR Exon 20 insertion mutation+ metastatic non-small cell lung cancer. A disease that was once considered the toughest to treat finally had a therapy that provided oncologists real results in a severely underserved patient population.

To get oncologists to pay attention to the changing landscape of this rare lung cancer, we told the clinical story of a breakthrough treatment, through the journey of the RYBOT. Taking them along for the ride.