Titulo | QR TKS |
Agência | VML Brazil |
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 | Flavio Casarotti |
Chief Creative Officer | Ruy Branquinho |
Director criativo | Ruy Branquinho |
Director de arte | Eiji Kozaka |
Redator | Marcelo Conde |
Redator | Evandro Soares |
Art Buyer | Monica Beretta |
Art Buyer | Juliana Gardim |
Print Producer | Elaine Carvalho |
Print Producer | Rodrigo Cassino |
Executivo de contas | Valéria Ordonhez |
Executivo de contas | Ticiana Cardoso |
Planeador | Fernanda Flandoli |
Planeador | Eliana Yamaguchi |
Planeador | Adriano Eliezer |
Director de media | Gustavo Gaion |
Planejador de Mídia | Marcello Bolla |
Supervisor de clientes | Antonio Carlos Forte |
Supervisor de clientes | Adriana Diniz |