Red Cross Norway Film, DM, Case study Fail [case film] by Try/Apt Oslo

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Fail [case film]

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Industry Public awareness
Media Film, Direct marketing, Case study
Market Norway
Agency Try/Apt Oslo
Creative Caroline Riis, Sara Marie Hødnebø
Production Tangrystan Productions
Director Andrea Eckerbom
Released January 2017

Awards

D&AD Awards 2018
Direct Direct Response/Film Advertising Wood Pencil
Digital Marketing Social Video Wood Pencil
Media Use of Interaction Wood Pencil

Credits & Description

Client: Norwegian Red Cross
Product (Service): First Aid
Agency: Try Oslo, Norway
Entrant: Try Oslo, Norway
Idea Creation: Try Oslo, Norway
Media Placement: T/a Opt Oslo, Norway
Production: Tangrystan Oslo, Norway
Creative: Caroline Riis (Try)
Creative: Sara Marie Hødnebø (Try)
Consultant: Sven Jensen (Try)
Project Manager: Mona Løkke (Try)
Developer: Thomas Lein (Apt)
Project Manager: Linda Tillier (Apt)
Operations Manager: Gunnar Stensaker (Opt)
Director: Andrea Eckerbom (Tangrystan)
Producer: Beate Tangre (Tangrystan)
Supervising Sound Editor: Baard Haugan Ingebretsen (Uhoert As)
Synopsis:
The Campaign
We made a seemingly funny fail compilation video, using sourced material showing real and funny accidents. But then the compilation merges with our own film, showing a young girl in a hot dog eating competition. Suddenly, the girl chokes, and the people around her don't know how to help. So interactive questions pop up on the screen, and the viewer have to help by answering what to do. Each of their answers affect the audio of the film, and we hear the dad doing whatever they answer. The girl is only saved if all questions are answered correctly, but if not - they are told they know enough to help and immediately urged to sign up to learn first aid.
Creative Execution
We made a microsite to function as a host for the film, so people could be able to interact with the film directly. Because we focused on shock effect and the "fail concept" we needed to have a different sender than the Red Cross to spread the film/link in social media. We got a few bloggers and influencers to start posting the movie May 2nd. We also managed to bring with us the best media partner in this campaign. NRK (Norwegian BBC) immediately liked the idea and gave us free space in virtually all surfaces May 2nd.
The film spread almost entirely through organic shares on Facebook, and within a day over 100.000 people had clicked on and watched the entire film. Over the next few days it was covered in national news outlets, by international press and even shared by the Norwegian princess Martha Louise.
• Strong national coverage in the launch week
• Great organic spread, supported only minimally by purchased space
• 185,000 unique visitors
• 95% of viewers took the test and watched the film to the end
• 6,300 people immediately signed up for more first aid knowledge
• Covered over 100 times across small and large media outlets across the country.
• Chronicles and reader posts have been spread in local and regional media.
• National evening news picked up the film and boosted the cause
• Attention in almost all national and regional media
• Coverage in Politiken (DK) and the Berlindske Times (DK)
• Shared and used globally by ICRC and IFRC in September as of the International First Aid Day
• The film is watched in 157 different countries
This idea would not have worked without the use of Facebook as a launch platform. It was vital for the shock effect of the film that no one realised the source behind it, but rather came across it while browsing Facebook, desguised as a familiar "fail compilation" past-time.
Not only did this highlight the fact that life and death situations occur when you least expect it, but also by using organic spreading, and influencers willing to share the film online without revealing its content, we were able to obtain and sustain the desired shock effect throughout the launch.
Insights, Strategy and the Idea
The Red Cross wanted to put first aid on the agenda, nationwide. The target audience was the general public in Norway, specifically young adults. First aid has been communicated many times before without creating much involvement, as many have become almost immune to general reminders, especially the younger audience.
This time, we wanted to give people the experience of what it feels like not being prepared when suddenly faced with a life or death situation. Therefore, we chose a strategy that surprised and engage the viewers so powerful that they could not relate indifferent to the message - and we did it through a platform where the audience wouldn't see coming.