Santa Casa de Misericordia de Sao Paulo: The Waiting Ticket by Y&R Sao Paulo for Santa Casa De Misericordia

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Santa Casa de Misericordia de Sao Paulo: The Waiting Ticket

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Industry Public awareness
Media Film
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director Leon Valente
Copywriter Marina Erthal
Account Supervisor Valeria Ordonhez, Ticiana Cardoso
Editor Rafael Mesquiara
Released March 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: SANTA CASA DE MISERICÓRDIA DE SÃO PAULO
Product/Service: ORGAN DONATION
Agency: Y&R SÃO PAULO
Chief Creative Officer/Creative Director: Rui Branquinho (Y&R São Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R São Paulo)
Art Director: Leon Valente (Y&R São Paulo)
Copywriter: Marina Erthal (Y&R São Paulo)
Art Buyer: Monica Beretta (Y&R São Paulo)
Print Producer: Elaine Carvalho/Rodrigo Cassino/Robinson Silva (Y&R São Paulo)
Agency Producer: Nicole Godoy/Ana Paula Lourencato (Y&R São Paulo)
Video Producer: (Bossanovafilms)
Audio Producer: (Trah Lah Lah)
Director of Photography: Joquistao
Executive Producer: Eduardo Tibirica/Mercia Lima (Bossanovafilms)
Account Supervisor: Valeria Ordonhez/Ticiana Cardoso (Y&R São Paulo)
Planner: Fernanda Flandoli/Eliana Yamaguchi/Adriano Eliezer (Y&R São Paulo)
Media: Gustavo Gaion/Marcello Bolla (Y&R São Paulo)
Animation/Post-Production: (Bossanovafilms)
Client's Approval: Antonio Carlos Forte / Adriana Diniz (Santa Casa de Misericórdia de São Paulo)
Editor: Rafael Mesquiara
Film Director: Marcos Lobo
Media placement: Password Distribution Mechanism - Supermarket/Bakeries - 1 March, 2012

Describe the brief/objective of the direct campaign.
In Brazil, the waiting lines for organ transplants are long. We had to create a campaign for Santa Casa to move people who were not donors yet so that they would become one, therefore reducing these lines. Considering how we could move them, we created a campaign in which people would feel as if in a transplant waiting line, waiting for a donation of organs.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We selected some commercial establishments that had a system based on tickets that were displayed on monitors; in which people would get their tickets and wait to be called. We recharged the ticket distribution mechanism with customised paper rolls. When the ticket was withdrawn, the person saw a number much higher than the one showed on the monitors, provoking an awkward feeling. In the ticket, there was a message: 'That would be your position if you were in line for an organ transplant. Be a donor. Tell your family. www.santacasasp.org.br'.

Explain why the creative execution was relevant to the product or service.
This activity, extremely relevant, aimed at calling on people´s social awareness, impacting them when they least expected it and making them feel what it is like to be in the waiting line for an organ transplant. Since it's a delicate issue, we used a direct approach, trying to draw people´s attention in a literal and practical way. Irreverent and innovative, using the waiting tickets at establishments as a media channel was an appropriate and relevant way to impact people, and consequently, to attract new donors.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Santa Casa´s 'Waiting Ticket' activity was implemented in more than 10 establishments with a high flow of people all over São Paulo city. More than 60,000 tickets were distributed throughout the campaign. The activity had a great repercussion on social networks and several news regarding the 'Waiting Ticket' were published on national and international websites, with more than 300,000 views on Google.