QR THANKS by Y&R Sao Paulo for Santa Casa

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QR THANKS

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Industry Blood Donation
Media Film
Market Brazil
Agency Y&R Sao Paulo
Executive Creative Director Pedro Cappeletti, Flávio Casarotti
Art Director Eiji Kozaka
Copywriter Marcelo Conde, Evandro Soares
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Ambient Media: Small Scale Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser: SANTA CASA HOSPITAL
Product/Service: BLOOD DONATION
Agency: Y&R SÃO PAULO, BRAZIL
Advertiser SANTA CASA HOSPITAL
Product BLOOD DONATION
Entrant Y&R SÃO PAULO, BRAZIL
Type of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Title: QR THANKS
Advertiser/Client: SANTA CASA HOSPITAL
Product/Service: BLOOD DONATION
Entrant Company: Y&R SÃO PAULO, BRAZIL
DM/Advertising Agency: Y&R SÃO PAULO, BRAZIL

Media Vice President: Gustavo Gaion (Y&R Brasil)
Media Manager: Marcello Bolla (Y&R Brasil)
Creative Vice President: Rui Branquinho (Y&R Brasil)
Executive Creative Director: Flavio Casarotti (Y&R Brasil)
Art Director: Eiji Kozaka (Y&R Brasil)
Copywriter: Marcelo Conde (Y&R Brasil)
Copywriter: Evandro Soares (Y&R Brasil)
Client Services Director: Valeria Ordonhez (Y&R Brasil)
Account Director: Ticiana Cardoso (Y&R Brasil)
Planning Vice President: Fernanda Flandoli (Y&R Brasil)
Planning Director: Eliana Yamaguchi (Y&R Brasil)
Planning Director: Adriano Eliezer (Y&R Brasil)



Results


First of all, a real bond was created between donors and receivers. And that would be enough for a blood bank. But it also increased the number of donors in 23%.
With very little money, we reached more than 800 donors in one week, and more than 218,000 people by shared videos on Facebook.
After 3 months, the number of donations increased 23% - being 3 months the minimum time allowed for a second donation.



Creative Execution


We printed QR Codes on every adhesive plaster used to close the donors wounds. And asked them to take a picture of the QR Code. When read with a smartphone, the code led to a video with thanks from the people that would receive the blood that have just been donated.
The video spoke directly to all the donors. But it could also be immediately shared on Facebook and Twitter.




In Brazil, when you decide to be a blood donor you can't chose whom you're going to donate to. So, there's not a bond between donors and receivers. And it's even a little frustrating. Santa Casa de Misedicórdia believed that if we create this bond, the numbers of donations would increase. First of all, because donors would probably come back to donate again.

All the blood banks use adhesive plaster to close the small wound that needle leaves on the arms of donors. But this plaster was never used as media. We believed that this was a unique opportunity to speak directly to our target.