We created a national registry of defibrillators by launching an application for both mobile and desktop. The application works as a pathfinder, making it easy to track down the nearest defibrillator in the event of a heart attack.

At the time of the Cannes entry deadline, the application has been live for a month and is in its first phase of implementation.

The application was launched with ads in social media specifically aimed at the above-mentioned target group. Some ads promoted a 30 second film demonstrating the application telling the story of a barista who witness a heart attack and is sent out to find a defibrillator.

We also used geo targeting inviting people to familiarize themselves with their local defibrillator map and share it with their community.

By introducing "heart attack drills" in schools and workplaces, as a parallel to fire drills, we raised even further awareness to our cause.

Preliminary results:

- First life saved only two weeks after the launch!

- More than 1 million visits to the registry's web site in just over a month.

- Massive love bombing in social media and loads of positive PR.

- More than 1 600 user-generated registrations of new defibrillators.

- Survey showing that 68% of the target audience agrees to this project as a proof of Apotek1´s brand promise: “We care for people's health”.

- 64% stated that this campaign made them more positive or much more positive to Apotek1.