Media > Use of Media
McCANN ERICKSON ROMANIA, Bucharest / UNTOLD FESTIVAL & NATIONAL INSTITUTE FOR BLOOD DONATIONS / 2016
Awards:
Overview
Credits
CampaignDescription
Untold, the biggest music festival located in Transylvania, joined forces with Romania’s National Institute for Blood Transfusions to launch Pay with Blood, a campaign offering attractive incentives: a free one-day pass for donations in mobile centers in Bucharest and Cluj-Napoca, or a 30% ticket discount for any donation in one of the 42 donation centers in Romania.
And because it was located in Transylvania, Dracula endorsed our campaign.
Pay with blood was communicated in all the ticket selling points and donation centers. Posters were shared on social media, while some international artists form the festival line-up promoted our cause.
Our message got the attention of national and international press, which took out message further.
Execution
Romania ranks second to last in Europe for donating blood. 0.2% of young people are active donors. Romanians die every day due to lack of blood.
UNTOLD, the biggest music festival organized in Transylvania, the land of Dracula, was the perfect opportunity to show young people that donating blood can be part of their everyday life.
UNTOLD festival joined forces with National Institute for Blood Transfusions to launch Pay with blood: a campaign offering free or discounted tickets for any donation in one of the 42 donation centers in Romania. And because it happened in Transylvania, Dracula endorsed our campaign.
The campaign was communicated in all the ticket selling points, donation centers and on social media.
Pay with blood generated over 1000 pieces of national and international news, producing 1.431.571 euro in earned media and 129.121.728 media impressions.
1596 tickets were Payed with blood, saving 3192 lives.
Outcome
The campaign generated more than 1000 pieces of national and international news, including: BBC, CNBC, Euro News, TIME, the Guardian and many others. In total, it produced 1.431.571 euro in earned media and 129.121.728 media impressions.
Hundreds of people queued to donate blood. As a result, some transfusion centers had to extend schedule. The regional hospital in Cluj-Napoca ran out of space for blood bags.
Relevancy
Untold Festival was the media channel for supporting National Blood Centers through direct involvement of its participants in blood donations in exchange of free tickets for festival. By wearing the branded tourniquets with Pay with Blood, they became ambassadors of the cause, prolonging our message for free. #paywithblood movement spread organically in social media channels, as both festival’s facebook page and National Blood Centers registered top traffic figures. Thus the media use helped saving 3,192 lives with blood transfusions from this conjoint action, along with free worldwide word-of-mouth and ranking Untold festival the best new festival in Europe in 2015.
Strategy
Instead of trying to guilt or shock people in order to donate blood, like most donation campaigns, we decided to offer the young people an attractive incentive instead.
UNTOLD, the biggest music festival organized in Transylvania, the land of Dracula, was the perfect opportunity to reach the festival-loving youth in Romania and to convert them into regular blood donors.
Synopsis
The facts: Romania ranks second to last in Europe for donating blood. Only 0.2% of young people are active donors. Hospitals are in desperate need of blood.
The insight: When it comes to blood donors, the first time is the hardest. But after seeing how easy the process is, young people are more likely to become regular donors.
The idea: Untold, the biggest music festival located in Transylvania, joined forces with Romania’s National Institute for Blood Transfusions to launch Pay with Blood, a campaign that offers free tickets in exchange for blood donations. And because we’re in Transylvania, Dracula endorsed the campaign.
More Entries from Use of Events in Media
24 items
More Entries from McCANN ERICKSON ROMANIA
24 items