Avis Nazionale Promo, Case study SAVE THE LIFE by Leo Burnett Milan

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SAVE THE LIFE

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Industry Charities, Foundations, Volunteers, Blood Donation
Media Promo & PR, Case study
Market Italy
Agency Leo Burnett Milan
Executive Creative Director Paolo Dematteis - Riccardo Robiglio
Creative Director Paolo Boccardi Creative Director Arc
Art Director Andre Gidoin
Copywriter Markus Johansson, Federica Magaraggia
Released October 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: AVIS NAZIONALE
Product/Service: VOLUNTEER ASSOCIATION OF BLOOD DONATION
Agency: LEO BURNETT
Executive Creative Director: Paolo Dematteis (Leo Burnett)
Executive Creative Director: Riccardo Robiglio (Leo Burnett)
Creative Director: Paolo Boccardi (Leo Burnett Arc)
Art Director: Andre Gidoin (Leo Burnett)
Copywriter: Markus Johansson (Leo Burnett)
Copywriter: Federica Magaraggia (Leo Burnett)
Web Designer: Marino Capitanio (Leo Burnett)
Media placement: Web Site - Facebook - 15 October 2011

Summary of the Campaign
Avis is an Italian blood donor association. They asked us for help with recruiting more young blood donors. Most young Italian people don’t donate blood because they are unaware and not personally affected by a situation that demands blood. The demand of blood seems very distant. We wanted to bring the demand closer. So we asked our target a simple question: Will you save a friend?

'Save a friend' is an idea to create a demand for blood where friendships are shared: on Facebook. A video on Facebook, customised with photos of the user who posted it, described a dramatic situation through the users point of view. One of your friend posts on Facebook a video of them being rescued by an ambulance. As the situation gets worse their life starts to rush in front of your eyes. As 'life rushed' before the viewers eyes by using the selected Facebook photos, the question was asked: 'Will you save a friend?'

With this personalised interactive scenario we made people understand, even a friend can need blood. As more people personalised their own videos, we reached more friends and friends of friends. An impersonal quest turned into a personal cause and thousands of friends helped us share it through the fundamentals of Facebook.

The Situation
Most young Italians are avid users of Facebook, where they keep tabs on all their friends. This is the place to make an emotional impact, and to be heard as it is a channel made for sharing. We utilized the Italian national network of Avis and gained traction by informing people about the Facebook app in the newsletter. By doing this, we want to transform the donators into recruiters.

The Goal
We wanted young Italians to understand the importance of giving blood, because even a friend can need blood. We want an impersonal quest turned into a personal cause with thousands of friends helped us share it through the fundamentals of Facebook.

The Strategy
Our researched showed that young Italians are superstitious to things pertaining death and bad luck, which is why we wrote the dialogue with jokes told nervously by the paramedic, wanting to ease the drama.

Execution
The creative proposal was tested in March 2011 in order to understand the impact of the initiative through the young target and to ensure that the tone of voice of the viral video would be in line with the youth sensibility. After the good result of the research we followed the original plan to implement it on Facebook in Autumn. The initiative is online and it will remain live until a new initiative is developed in the next future.

Documented Results
The Facebook activity was launched the 8th of November.
The viral video on Facebook immediately caught the young community attention. More than 1,500 visitors in the first 4 days from the launch. We developed a profile image with a blood drop that says, 'I will save a life'. Facebook soon became populated by blue and red drops. The major health and young blogs have given it buzz and we are expecting yet a bigger increase of the customized video penetration on Facebook and a related increase of requests of information and donation from young adults.