Santa Casa De Misericordia DM AD DONORS by Y&R Sao Paulo


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Industry Charities, Foundations, Volunteers, Blood Donation
Media Direct marketing
Market Brazil
Agency Y&R Sao Paulo
Creative Director Alexandre Vilela, Felipe Gall
Art Director Rodrigo Mendes, José Borba Maranhão Neto
Copywriter Igor Cabó, Caio Mattoso
Creative Arthur Soares
Account Supervisor Valeria Ordonhez, Ticiana Cardoso
Released March 2011

Credits & Description

Category: Best Low Budget Campaign
Product/Service: BLOOD DONATION
Agency: Y&R
Date of First Appearance: Mar 9 2011
Entrant Company: Y&R, São Paulo, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R)
Creative Director: Alexandre Vilela (Xa) (Y&R)
Creative Director: Felipe Gall (Y&R)
Copywriter: Igor Cabo (Y&R)
Copywriter: Caio Mattoso (Y&R)
Art Director: Jose Neto (Y&R)
Art Director: Rodrigo Mendes (Y&R)
Creative: Arthur Soares (Y&R)
Account Supervisor: Valeria Ordonhez (Y&R)
Advertiser's Supervisor: Antonio Carlos Forte (Santa Casa)
Account Supervisor: Ticiana Cardoso (Y&R)
Planner: João Gabriel (Y&R)
Media placement: Magazine - Revista Propaganda - 09/03/2011
Media placement: TV - SBT - 28/03/2011
Media placement: Internet - Several Sites - 09/03/2011
Media placement: Direct Mail - Direct Mail - 26/02/2011

Describe the brief/objective of the direct campaign.
Santa Casa’s goal was to increase the number of blood donors to the minimum level recommended by WHO: 5% of the population. Our target was anyone who could donate blood. We needed to reach millions of people, working with a very low budget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to ask for donations. But a different kind of donation: ads space donations. Some of the biggest advertisers in Brasil donate 5% of their ads and TV commercials to Santa Casa. And we advertised on those spaces. We also designed a website where it was possible to schedule a donation, to download the ads, to support the cause using avatars on social networks and to use an URL shortener to spread our message.

Explain why the creative execution was relevant to the product or service.
For the first time, a brand advertised on other brands’ ads. More than that: a non-profit organization was able to produce a campaign that need millions on budget without spending one single cent.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign will be closed on July, 14th, the Blood Donor International Day. But so far, the numbers are: we invested US$ 35 on buying the website domain. And the campaign’s website already had 20,052 hits and over 60 thousand hits using our URL shortener. It was news on websites, newspapers, magazines, and even on a very popular TV show, meaning thousand of dollars in spontaneous media. And the most important: the numbers of blood donations in the country are being increased already.