Albert Einstein Hospital Promo, Case study BLOOD FOR SALE by Z+ Sao Paulo

BLOOD FOR SALE

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Industry Charities, Foundations, Volunteers, Blood Donation
Media Promo & PR, Case study
Market Brazil
Agency Z+ Sao Paulo
Director Rodrigo Ferrari
Executive Creative Director Leo Macias E Alan Strozenberg
Creative Director Leo Macias, Zico Farina, Manoel Zanzoti
Art Director Luigi Alliegro, Danillo Ferrari
Copywriter Zé Ricardo Novo
Producer Diogo Piccinino
Released October 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ALBERT EINSTEIN HOSPITAL
Product/Service: BLOOD BANK
Agency: Z+
Executive Creative Director: Alan Strozenberg
Creative Director: Manoel Zanzoti
Creative Director: Leo Macias
Art Director: Danillo Ferrari
Art Director: Luigi Alliegro
Copywriter: Zé Ricardo Novo
Marketing Department: Einstein Team (Albert Einstein Hospital)
Director: Rodrigo Ferrari (Mixer)
Account Manager: Renata Vieitas
Account Manager: Juliana Sanches
Producer: Diogo Piccinino
RTV: Sandra Freitas
Media placement: Convenience Store - Convenience Store - 17 august 2011
Media placement: Film - Movie Theatre - 28 october2011
Media placement: Film - Social Medias - 28 october2011
Media placement: Film - Blogs - 28 october 2011
Media placement: Film - Sites - 28 october 2011

Insights, Strategy & the Idea
Even one of the most important hospitals in Latin America can be beset by the low levels of its blood bank reserves. One of the biggest challenges in meeting this shortage is the difficulty in acquiring new blood donors, especially the difficulty in touching the feelings of the younger ones.
A mature audience - that went through or has the direct knowledge of a situation in which blood donation was a matter of life and death, is a lot more participative. The Albert Einstein Israelite Hospital needed urgently to motivate the younger segment of public to donate, but had an extremely short budget. Our mission was to build a bridge between the young and the Hospital, introduce the issue into their daily life, having this public discuss the issue and convince them to participate. The whole in an innovative, impacting way, and working on a shoestring budget.

Creative Execution
To get the young interested in the blood donation cause, nothing more appropriate than going after them. This is why we decided on an unusual strategy, avoiding traditional media vehicles and using alternative tools. The first step was to find significant partners who would embrace the cause with enthusiasm. Since in Brazil it is quite common for the young to meet at gas station convenience stores for a bite, a drink and to meet with friends, we partnered with the major convenience store chain. Mockup blood bags were placed in refrigerators for beverages, transforming refrigerators into a media vehicle and bringing up the issue for discussion in a quite uncommon environment. The entire action was filmed and the video was massively featured in the largest movie theatre chain in Brazil - which became another important partner in the project. The video also went on social media and was further featured in blogs and websites - the whole in an entirely unprompted way.

Results and Effectiveness
The results of our action exceeded all expectations. In addition to the huge exposure as per our plans, the action was disseminated unprompted in other media vehicles, being even featured in important Brazilian TV newscasts. With a total investment of R$ 0.00, we obtained a total return of R$ 725,000
Cinema Returns: 414,000. Internet Returns: 220,000. TV Returns: 91,000. But the best result was this one: right on the first month of the campaign, the number of young blood donors increased two-fold and the Hospital received blood donations in volume enough to attend approximately 4 thousand patients.