Eiji Kozaka
Director de arte at Edelman
São Paulo, Brasil
TituloQR TKS
Agência
Campanha QR TKS
Anunciante Santa Casa de Misericórdia
Marca Blood Donation
Data da primeira Transmissão/Publicação 2012 / 2
Sector Empresarial Doação de sangue, órgãos
Legenda QR TKS Blood Donation
História 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. 
Filosofia To keep donors coming back, blood donation needed to be an emotional experience. 
Problema 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. 
Resultado 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. 
Tipo de Mídia Ambient
Comprimento
Director criativo
Chief Creative Officer
Director criativo
Director de arte
Redator
Redator
Art Buyer
Art Buyer
Print Producer
Print Producer
Executivo de contas
Executivo de contas
Planeador
Planeador
Planeador
Director de media
Planejador de Mídia
Supervisor de clientes
Supervisor de clientes

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