Santa Casa De Misericordia Print TWEET A HOSPITAL by Y&R Sao Paulo

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Creative Marina Erthal, Natan Magalhães
Account Supervisor Valeria Ordonhez, Ticiana Cardoso
Released September 2011

Credits & Description

Category: Charities
Product/Service: DONATION
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R Sao Paulo)
Creative: Natan Magalhaes/Marina Erthal (Y&R Sao Paulo)
Art-Buyer: Monica Beretta (Y&R Sao Paulo)
Print Producer: Elaine Carvalho/Robinson Silva (Y&R Sao Paulo)
Audio Production: (Trah Lah Lah)
Animation: Dalton Uehara/Bruno Chiosea (Y&R Sao Paulo)
Account Supervisor: Valéria Ordonhez/Ticiana Cardoso (Y&R Sao Paulo)
Planner: Fernanda Flandoli/Eliana Yamaguchi (Y&R Sao Paulo)
Media: Gustavo Gaion/Inaja Ramos (Y&R Sao Paulo)
Advertiser: Dr. Antonio Carlos Forte/Adriana Diniz (Santa Casa De Misericordia De Sao Paulo)
Media placement: Social Networking - Twitter - 19 December, 2011

Describe the objective of the promotion.
The construction of Santa Casa´s new hospital was going slowly as it depended exclusively on raised funds and donations to the institution. Taking advantage of the fact that in Brazil the tax rebate of receipts can be converted into money when donated to a charity, we needed to make other people, that didn´t use to help, remember and donate their receipts to Santa Casa Hospital.

Describe how the promotion developed from concept to implementation.
To increase the volume of contributions, we created “Tweet a Hospital”, an activity that combines creative approach, sense of opportunity and directed communication strategy in order to generate repercussion and create an immediate activation. During Christmas time, everybody who tweeted the word "bought" would receive a personal reply inviting them to donate their receipts to help building the new hospital.

Explain why the method of promotion was most relevant to the product or service.
Using the option of donating the tax rebate of receipts from each completed purchase and all Twitter´s free tools and resources, we could track in real time, during the Christmas week, users that posted the word “bought”. We used a sort of direct media channel, impacting people directly at the moment they didn´t expect to be reached. That was the most appropriate way to talk about this topic, because, the people were reached right after the tweet spreading that they did a purchase. Besides that, as it´s a good deed, people started sharing the message on their social networks, spreading the message to millions of followers and impacting lots of people.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With no media investment and only a low operational cost, the “Tweet a Hospital” activity achieved a high scale of viralization on the web, including the spontaneous endorsement of celebrities, retweets and spontaneous media on specialized websites.
Besides impacting more than 5 million people in just one week, the activity tripled the number of visits on Santa Casa´s Hospital website.
And the most important: US$ 500,000 was raised to build the new hospital.