VAMPIRE PARTY by Leo Burnett Budapest for Djuice

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VAMPIRE PARTY

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Industry Charities, Foundations, Volunteers, Blood Donation
Media Promo & PR, Case study
Market Hungary
Agency Leo Burnett Budapest
Creative Director Farkas Vilmos
Copywriter Gergely Horvath
Released August 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: DJUICE
Product/Service: BLOOD DONATION
Creative Director: Vilmos Farkas (Leo Burnett Budapest)
Copywriter: Gergely Horvath (Leo Burnett Budapest)
Account Director: Krisztina Szabo (Leo Burnett Budapest)
Account Executive: Andrea Kovacs (Leo Burnett Budapest)
PR Expert: Orsolya Fonyad (Arterego PR)
PR Expert: Judit Freund (Arterego PR)
Media placement: free PR - print and TV media in Hungary - during July and Aug

Summary of the Campaign
In Hungary there are not enough people who volunteer to give blood. However there is a constant need from hospitals that require all types of blood. Young people are especially passive when it comes to blood donation.
We decided to make the topic interesting for them by wrapping it into a cool theme.
As vampire stories are very popular nowadays, Hungarian Red Cross and djuice, the only telco provider in the Hungarian market specialised for youth, organized the first real VAMPIRE PARTY. Only those youngsters who donated some blood could enter the party.
In only a few days a huge hype was generated around the event, rumours popped up that Robert Pattinson, the worldwide famous and even more adored actor from the Twilight Saga would appear at the event.
More than 50 million HUF worth free PR was generated for the event and hundreds of young people took part in the VAMPIRE PARTY.
Within a few hours 25 litres of blood was collected (normally Red Cross collects this amount in two months) and the VAMPIRE PARTY became Red Cross’ most effective and successful event.

The Situation
The problem:
In Hungary there are not enough voluntary blood-givers, however there is a constant need from hospitals that require all types of blood. Young people are especially passive when it comes to blood donation. How could we make them more concerned?

The Goal
The idea:
We decided to make the topic interesting for them by wrapping it into a cool theme. We were looking for something that could be relevant and surprising, something, which they can be excited about. Vampires are back. It all started in 2008 with the Stephenie Meyer’s "Twilight" book series. And within a year from TV channels and Cinemas to magazines, everything was about these beasts and their cult.

The Strategy
Vampire stories are very popular nowadays for youngsters and we wanted to use this trend for our teleco company to support a special initiative with Hungarian Red Cross, so we created a blood giving event, the Vampire Party.

Execution
The execution:
Hungarian Red Cross and djuice, the only telco provider in the Hungarian market specialised for youth, organized the first real VAMPIRE PARTY. Only those youngsters who donated some blood could enter the party.

Documented Results
The results:
In only a few days a huge hype was generated around the event: it appeared in all the magazines, it inspired several Hungarian celebrities to join the initiative, and it raised the attention of the most watched Hungarian television channels, and rumours even popped up that Robert Pattinson, the worldwide famous and even more adored actor from the Twilight Saga would appear at the event.
More than 50 million HUF worth free PR was generated for the event.
And when the big night has finally come: hundreds of young people could take part in the thrilling VAMPIRE PARTY and in return we got some fresh young blood…so everyone benefited from the event.
Within a few hours 25 litres of blood was collected (normally Red Cross can collect this amount in two months) and the VAMPIRE PARTY became Red Cross’ most effective and successful event.