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THE LIFE-SAVING CABLE

基本信息
行业: 专业与公共服务
媒体:网络
投放:俄罗斯
风格: Minimalism
说明cnen
Creative Execution:
The bracelet –promoted through a fully integrated campaign- was given as a gift to anyone who purchased an android phone in a NAR store across the country. An app was launched in order to help people find battery donors around them. The campaign was effective because it showed how simple it is to help someone in need through a very relevant device for the brand. It does so through an innovative technology which has been created and patented solely for this project. Using the analogy between blood and phone energy – both traditionally scarce- the campaign engaged millions of people.

All main news sites of Azerbaijan and even of other countries talked about our project. We gained free media space on the main Azerbaijani TV channels and celebrities spontaneously became our project’s ambassadors. Campaign covered 10% of the country! We developed special application for cable users to let them search for charge online and the application got more that 200% of the cable audience. In one week only, the project’s Facebook page became 10 times more popular than any other Thalassemic Organization in the world. The client was so satisfied about the results that the campaign has been extended for another month and a new order of cables has been made. And what is more important, we improved the regular donation flow by 335%.

https://www.facebook.com/NarDonor
http://www.youtube.com/watch?v=xk6ddpakQcc&feature=youtu.be
http://www.youtube.com/watch?v=dKAdK85_zZs
http://gzaeta.com/ua/news/1254371
http://www.topnews.az/ru/news/165707/Startoval-socialniy-proekt-Nar-donor.html

Azerbaijan has the highest number of Thalassemic births in the world. People with thalassemia, mostly kids, need blood transfusions regularly: from 30 liters a month for each person. Unfortunately there are never enough donors: the average is 66000 versus 160000 needed per year. Also, the general awareness and interest about this subject is very low in the country. NAR mobile, the third biggest telecom operator in the country, decided to help. To create awareness and prompt blood donation, we invented and patented an innovative cable which allows to donate battery charge from one phone to another. It’s very easy: just connect and donate, no additional software needed. The message is simple: ‘Donate energy to save a phone, donate blood to save a life. The bracelet – promoted through a fully integrated campaign- was given as a gift to anyone who purchased an android phone in a NAR store across the country.
制作信息
品牌:
广告公司:
执行创意总监:
文案:
美术指导:
设计:
客户主管:
客户经理:
音效设计:
其他职位:Head Of Art: Federico Fanti
Client Service Director: Andrey Pavlov
Animation Designer: Max Malakhov
Cable Developer: Ivan Ermoshin
Cable Marketing Manager: Anna Degtyarenko
Cable Production: Sergey Mikhailov
奖项
D&AD 2015
木铅笔 公益创意
Advertising & Marketing Communications - Brand
戛纳国际创意节 2014
银奖 移动应用
User Experience
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