Title | QR TKS |
Agency | VMLY&R Brazil |
Campaign | QR TKS |
Advertiser | Santa Casa de Misericórdia |
Brand | Blood Donation |
Date of First Broadcast/Publication | 2012 / 2 |
Business Sector | Blood/Organ Donation |
Tagline | QR TKS Blood Donation |
Story | 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. |
Philosophy | To keep donors coming back, blood donation needed to be an emotional experience. |
Problem | 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. |
Result | 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. |
Media Type | Ambient |
Length | |
Creative Director | Flavio Casarotti |
Chief Creative Officer | Ruy Branquinho |
Creative Director | Ruy Branquinho |
Art Director | Eiji Kozaka |
Copywriter | Marcelo Conde |
Copywriter | Evandro Soares |
Art Buyer | Monica Beretta |
Art Buyer | Juliana Gardim |
Print Producer | Elaine Carvalho |
Print Producer | Rodrigo Cassino |
Account Executive | Valéria Ordonhez |
Account Executive | Ticiana Cardoso |
Account Planner | Fernanda Flandoli |
Account Planner | Eliana Yamaguchi |
Account Planner | Adriano Eliezer |
Media Director | Gustavo Gaion |
Media Planner | Marcello Bolla |
Client Supervisor | Antonio Carlos Forte |
Client Supervisor | Adriana Diniz |