Target audience was mostly young people, who watched TWD series already. We knew, that if we create something fresh they’ll spread the word further. Second target audience were people who knew that TWD existed, but they’ve never watched it ("It’s some dumb zombie series”). By creating a direct campaign promoting transplantology and TWD at once, we brought their attention as well.

For The Walking Dead 5th season premiere on FOX channel in Poland we’ve combined a promotion of TV series with a good cause. The idea was:"Do something good before you become a zombie” - because as a zombie you won’t need your organs. The main idea was to redesign the standard donor cards (also called "statement of intent” - this kind of intent, carried in your pocket, helps relevant services identify you as a potential donor after you die... and obviously before you turn into zombie) into the Walking Dead style, so young people would sign them more willingly. So the KPI was not only to increase the viewership of TWD on FOX, but also to distribute (directly via website and event) as many zombie donor cards, as possible and gain some buzz around social and standard media.

We’ve started a week before the TWD premiere with website, TV commercial on FOX channel and a support from their own social media channels. Instantly we’ve got people talking about the idea of signing a zombie donor cards. 3 days before the premiere we’ve organized an event on Central Station in Warsaw where everyone could make a selfie with real zombies, learn more about transplantology and get their own donor cards. We’ve also parntered with specialists from Donor.pl - the biggest NGO organisation promoting organ donations in Poland. They helped us with creating a big buzz on social media. After the premiere we’ve continued promoting the idea by cooperating with bloggers. Thanks to our efforts TWD became a hot topic on social and traditional media. People started to upload their own pictures with zombie donor cards on Instagram, Facebook and Twitter which really helped to spread the idea further.

5000 donor cards SIGNED.

Vievership of TWD on FOX was 175% bigger than the average channel viewership (source: Nielsen Audience Measurement).

Despite having a really small budget almost 4 000 000 Poles had contact with The Walking Dead in the time of our campaign (source: Nielsen Audience Measurement, target 16-49).

Thousands uploaded pictures and spontanic mentions on social and in traditional media.

There are 2 situations that need to clarified: market and the budget. In october we’re witnessing many TV series premieres on different channels. In consequence people can see many TV series adverts throughout different media. To stand out from the clutter we needed to do something different: have a strong idea that will get people talking. And having a really small budget (20K euros) forced us to create something small as direct channel (donor card) but big in idea. That’s why we decided to combine a popcultural icon (TWD series) with a good cause (education about transplantology).