[Premiile FIBRA #1] Silver FIBRA - McCann - Pay with blood / UNTOLD / UNTOLD

12 May. 2016, 22:23 PM • Case Studies • McCann
[Premiile FIBRA #1] Silver FIBRA - McCann - Pay with blood / UNTOLD / UNTOLD

Campaign Summary

Romania ranks second to last in Europe for donating blood. Only 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 Romania's 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 more than 1000 pieces of national and international news, producing 1.431.571 euro in earned media and 129.121.728 media impressions.

But most importantly, 1596 tickets were Payed with blood, saving 3192 lives. Pay with blood created a new breed of donors that will be more likely to donate blood again in the future.

 

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Case Study

[Case Study] Pay with blood - UNTOLD

INFO:

Project title: Pay with blood
Brand: UNTOLD
Client: UNTOLD

 

Credits:

Agentie: McCann Romania

Adrian Botan / Creative Chairman
Catalin Dobre/  Executive Creative Director
Sebastian Olar / Group Creative Director
Alexandru Vasile / Copywriter
Arpad Rezi / Senior Art Director
Lia Bira / Art Director
Gabriela Alexandrescu / Group Account Director
Simona Geaca / Senior Account Manager
Oana Grigore / Senior Account Executive
Alexandra Crivat / PR Account Manager
Anca Barbulescu / PR Account Manager
Laura Stoica / PR Senior Account Executive
Carmen Bistrian / Creative Excellence Manager

 

Premii obtinute la Premiile FIBRA #1:

Silver FIBRA / Pay with blood / 10.4 PR - Experiential/ Stunts

Bronze FIBRA / Pay with blood / 11.3 PROMO & ACTIVATION - Brand Promotions

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Companii

McCann

Branduri

FIBRA Gabriela Laura ONLY Untold Festival

Campanii

Pay with blood

Oameni

Adrian Botan Alexandru Vasile Anca Barbulescu Arpad Rezi Carmen Bistrian Catalin Dobre Gabriela Alexandrescu Laura Stoica Lia Bira Oana Grigore Sebastian Olar Simona Geaca

Festivaluri

LIA Premiile FIBRA

Pozitii

Account Director Account Executive Account Manager Art Director Chairman Copywriter Creative Chairman Creative Director Executive Creative Director Group Account Director Group Creative Group Creative Director Senior Account Senior Account Executive Senior Account Manager Senior Art Senior Art Director

Subiecte

Creatie

Sectiune

Case Studies

Dictionar

Board, Brand, Campaign, Copywriter, Creative, Display, Earned Media, Group, HTTP, Impressions, Margin, Media, Social media

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