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Heartbeat Project

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basics
Industry: Public interest & Non-profit
Media:Miscellaneous
Market:Norway
Style: Minimalism
credit
Brand:
Agency:
Creative Director:
Design:
Account Supervisor:
Account Manager:
Planner:
Producer:
Director:
Other credit:Head of Content: Eivind Eidslott
Front-End developer: Jan Westby
descriptioncnen
Synopsis
Apotek1 is Norway's leading pharmacy retailer. The competition is tough and the chase for talent is never ending. Their brand promise is “caring for people´s health” and as action speaks louder than words, we came up with an idea putting the brand promise to life.
Campaign Description
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
Strategy
To fill a gap in the Norwegian public health system and prove Apotek1's brand promise, we came up with an application with potential life saving value. Every year more than 3000 Norwegians suffer a heart attack. If people knew where to find and how to operate a defibrillator many lives could be saved. There has been an increase in heart attacks for people aged 30-45 (which had also been widely covered in the media). Our campaign was aimed at this segment with two call to actions: 1) Make people familiarize themselves with the location of their nearest defibrillator and learn to use it. 2) Help improving our registry by adding a defibrillator and share the location with their community.
Outcome
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.
Execution
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.
awards
Cannes Lions International Festival of Creativity 2016
Shortlist Media
Accessibility, Charity & Non-profit
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