EVERY TWO HOURS by J. Walter Thompson San Juan for American Red Cross

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EVERY TWO HOURS

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Art Director Johanna Santiago
Copywriter Lixaida Lorenzo
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: AMERICAN RED CROSS
Product/Service: SWINE FLU PREVENTION
Agency: JWT SAN JUAN
Date of First Appearance: Jul 29 2009 12:00AM
Entrant Company: JWT SAN JUAN, PUERTO RICO
Entry URL: http://www.cadadoshoras.org
Vice President Regional/Creative Director: Jaime Rosado (JWT San Juan)
Associate Creative Director/Copywriter: Miguel Fernández (JWT San Juan)
Art Director: Johanna Santiago (JWT San Juan)
Interactive Creative Director Web: Manuel Torres Kortright (JWT San Juan)
Copywriter: Lixaida Lorenzo (JWT San Juan)
Editor Hocus Pocus: Mizael Morales (JWT San Juan)
Audio Engineer Hocus Pocus: Carlos Dávila (JWT San Juan)
Media placement: TV - Univisión, Wapa, Telemundo - 29 July 2009
Media placement: Print - El Nuevo Día, Vocero, Primera Hora - 29 July 2009
Media placement: Web Banners - Endi.com, Primerahora.com - 29 July 2009
Media placement: Outdoor - Posters, Bathroom Ads, In Malls - 29 July 2009

Results and Effectiveness
An innovative digital alert system was created, that simultaneously uses three social media platforms. More than 100 local celebrities, including Grammy winning artists, world champion boxers, and the Governor were part of this effort. These local celebrities have the same stardom and importance to us as Obama, Chris Rock, Beyoncé and other US celebrities. Most of them wanted to be part of the project because they heard about it from the media or social networks. The campaign has generated more than 500,000 views on YouTube and has been covered by every major news programme in the country.

Creative Execution
Everytwohous.org; a unique digital video alert system that used Twitter, Facebook and e-mail to remind people to wash their hands every two hours. Users received the alerts by signing up via their Facebook, Email or Twitter account. Every alert was a video of a celebrity telling a joke while they washed their hands. The message: If we take the proper precautions, we can all relax. A digital platform was created that enabled us to send the video alerts simultaneously to the three social networks. The first weeks the site was advertised through traditional media. Overnight hundreds subscribed. Then we stopped most of our offline advertising. The buzz created in social networks alone motivated thousands to subscribe. When a new video alert was posted on the subscriber’s social network wall his friends could enjoy it and pass it on.

Insights, Strategy & the Idea
While the media spread panic about the AH1N1 pandemic, the Red Cross wanted to remind people to remain calm, while still sending a message of prevention. We created Cadadoshoras.org (everytwohours.org) a unique digital video alert system that uses the three social media platforms, Twitter, Facebook and e-mail, simultaneously to remind people to wash their hands every two hours. Users receive the alerts by signing up via their Facebook, Email or Twitter account. Every alert consisted of a video of a celebrity telling a joke or doing something funny while they washed their hands. The message was simple, if we take the proper precautions, we can all relax and avoid the panic. Hundreds of local celebrities such as Grammy wining artists, boxing champions and the island’s Governor joined the cause. The campaign has generated more than 500,000 views on YouTube and has been covered by every major news programme on the island.