Blood Donation - "QR TKS"

VML Brazil

VML Brazil São Paulo, Brésil

12057

Cette création fait partie de la Collection Act Responsible

Marque: Blood Donation
Pays: Brésil

Annonceur: Santa Casa de Misericórdia

Titre	QR TKS
Agence	VML Brazil
Campagne	QR TKS
Annonceur	Santa Casa de Misericórdia
Marque	Blood Donation
Date de première diffusion/publication	2012 / 2
Secteur d'activité	Don de sang et d'organes
Slogan	QR TKS Blood Donation
Synopsis	Santa Casa de Misericórdia is one of the most important blood banks in Brazil and it needed to increase the numbers of regular donors. If you donate blood without knowing who is going to receive it, the experience tends to be a little frustrating. You have to wait in line, people insert a needle into your vein, then they stick an adhesive plaster to heal that little wound and that's it. Your blood goes to a person you don't know and the only reason for you to donate again is your sense of responsibility. To keep donors coming back, blood donation needed to be an emotional experience.
Philosophie	To keep donors coming back, blood donation needed to be an emotional experience.
Problème	If you donate blood without knowing who is going to receive it, the experience tends to be a little frustrating. You have to wait in line, people insert a needle into your vein, then they stick an adhesive plaster to heal that little wound and that's it. Your blood goes to a person you don't know and the only reason for you to donate again is your sense of responsibility.
Résultat	That's why we decided to create a stronger reason to make people come back for more donations: we showed some real gratitude from people who would receive the blood. We printed QR Codes on every adhesive plaster used to cover the donors wounds. And we 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 had just been donated. At the end of the video, it was possible to share the experience with friends on Facebook, encouraging them to become donors as well.
Type de média	Ambient
Longueur	115 seconds
Directeur de création	Flavio Casarotti
Responsable de la création	Ruy Branquinho
Directeur de création	Ruy Branquinho
Directeur artistique	Eiji Kozaka
Concepteur / rédacteur	Marcelo Conde
Concepteur / rédacteur	Evandro Soares
Acheteur d'art	Monica Beretta
Acheteur d'art	Juliana Gardim
Print Producer	Elaine Carvalho
Producteur print	Rodrigo Cassino
Chef de groupe	Valéria Ordonhez
Chef de groupe	Ticiana Cardoso
Planneur	Fernanda Flandoli
Planneur	Eliana Yamaguchi
Planneur	Adriano Eliezer
Directeur média	Gustavo Gaion
Planneur Media	Marcello Bolla
Responsable client	Antonio Carlos Forte
Responsable client	Adriana Diniz