Reborn To Be Alive Digital, Case study SECOND-LIFE APPS by Duval Guillaume Modem Antwerp

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SECOND-LIFE APPS

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Industry Charities, Foundations, Volunteers, Organ Donation
Media Digital, Interactive & Mobile, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Executive Creative Director Peter Ampe, Katrien Bottez
, Geoffrey Hantson
Art Director Toon Leysen
Copywriter Jan Schoofs
Released April 2013

Awards

Cannes Lions 2013
Mobile Lions Mobile Applications; Charities, Not for Profit and Public Information Gold
Direct Lions Best Use of Digital Direct Marketing; Mobile Marketing Bronze

Credits & Description

Type of entry: Best Use of Digital Direct Marketing
Category: Mobile Marketing
Advertiser: REBORN
Product/Service: ORGAN DONATION FOUNDATION
Agency: DUVAL GUILLAUME MODEM Antwerp, BELGIUM

Executive Creative Director: Katrien Bottez/Geoffrey Hantson (Duval Guillaume)
Copywriter: Jan Schoofs (Duval Guillaume)
Art Director: Toon Leysen (Duval Guillaume)
Account Director: Nathalie Rahbani (Duval Guillaume)
Digital Producer: Bart Vermijlen (Duval Guillaume)
Multimedia Developers: Stijn Janssens/Jasper Vanhauwaert (Duval Guillaume)
Production: Appstrakt/Appmiral (Appstrakt/Appmiral)
Music: Isbells (Zeal Records)

Describe the brief from the client
In Belgium, every year 300 people die because they don't get a new organ in time. That's almost one every day. That's why the Belgian non-profit organisation ReBorn-To-Be-Alive is always looking for new and relevant ways to find more organ donors and to inform people about the problem.



Creative Execution


The metaphor for organ donation couldn't be more clear: unused apps get a new life by becoming an organ donor registration app. It's the first time that smartphone apps get 'recycled', and a new surprising way of reaching people with our message.




Creative Solution to the Brief/Objective.



These days, every big event has its own smartphone application. When the event is over, the app loses its purpose and remains unused. However, a lot of people still keep the app on their phone. We asked big event organizers to give their apps a second life in order to find people who want to give their organs a second life. Via the so-called Reborn App, people learn about organ donation and can easily sign up as an organ donor.





Results



Two of the biggest Belgian events already had their app Reborn, reaching circa 30.000 possible new organ donors. During the rest of the year, as events come and go, four other major events have already committed to giving their app a second life as well, resulting in a total reach of around 110.000 people.