Santa Casa De Misericordia Promo, Case study AD DONORS by Y&R Sao Paulo


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Industry Charities, Foundations, Volunteers, Blood Donation
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Alexandre Vilela, Felipe Gall
Art Director Rodrigo Mendes, José Borba Maranhão Neto
Copywriter Igor Cabó, Caio Mattoso
Account Supervisor Valeria Ordonhez
Released March 2011

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: BLOOD DONATION
Agency: Y&R
Date of First Appearance: Mar 9 2011
Entrant Company: Y&R, São Paulo, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R)
Creative Director: Alexandre Vilela (Xa) (Y&R)
Creative Director: Felipe Gall (Y&R)
Copywriter: Igor Cabo (Y&R)
Copywriter: Caio Mattoso (Y&R)
Art Director: Jose Neto (Y&R)
Art Director: Rodrigo Mendes (Y&R)
Planner: Arthur Soares (Y&R)
Account Supervisor: Valeria Ordonhez (Y&R)
Advertiser's Supervisor: Antonio Carlos Forte (Santa Casa)
Account Manager: Ticiana Cardoso (Y&R)
Planner: João Gabriel (Y&R)
Media placement: Internet - Hot Site / Tool For Web - 09/03/2011

Insights, Strategy & the Idea
It is guessed that there are 70 million Brazilians who have joined social networks, people that share vídeos, news, websites, weblogs, and so on, everyday. The Santa Casa decided to use this information to increase the number of blood donors in Brazil, without spending one single cent in online media. How? We transformed an URL shortener into a new media.

Creative Execution
We created the first URL shortener that also shared a cause: the Doe.Vc, so people could donate a piece of their links when they send something to someone. This was possible due to a stripe on the upper left corner of each sent link, reading “Someone donated this link to you. Retribute. Donate Blood.”

Results and Effectiveness
The campaign will be closed on July 14th, the International Blood Donor Day. But so far, the numbers are: 20,052 website hits and over 60,000 hits using our URL shortener. News on websites, newspapers, magazines, and even on a very popular TV show, meaning thousands of reais in spontaneous media. And the most important: the number of blood donations in the country are being increased already.