Blood Donation - "QR TKS"

VML Brazil

VML Brazil São Paulo, Brasil

12035

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Marca: Blood Donation
País: Brasil

Anunciante: Santa Casa de Misericórdia

Título	QR TKS
Agencia	VML Brazil
Campaña	QR TKS
Anunciante	Santa Casa de Misericórdia
Marca	Blood Donation
Fecha de primera difusión/publicación	2012 / 2
Sector Empresarial	Donación de sangre/órganos
Lema	QR TKS Blood Donation
Sinopsis	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.
Filosofía	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.
Medio	Ambient
Duración	115 seconds
Director creativo	Flavio Casarotti
Responsable de la creación	Ruy Branquinho
Director creativo	Ruy Branquinho
Director artístico	Eiji Kozaka
Responsable de conceptos / redactor	Marcelo Conde
Responsable de conceptos / redactor	Evandro Soares
Comprador de arte	Monica Beretta
Comprador de arte	Juliana Gardim
Print Producer	Elaine Carvalho
Print Producer	Rodrigo Cassino
Ejecutivo de cuentas	Valéria Ordonhez
Ejecutivo de cuentas	Ticiana Cardoso
Planificador de cuentas	Fernanda Flandoli
Planificador de cuentas	Eliana Yamaguchi
Planificador de cuentas	Adriano Eliezer
Director medios comunicación	Gustavo Gaion
Media Planner	Marcello Bolla
Supervisor de clientes	Antonio Carlos Forte
Supervisor de clientes	Adriana Diniz