BETC DM GIVE YOUR BLOOD TO A SPECIALIST by BETC

Advertiser: BETC
Agency: BETC
Category: Corporate Image & Information
Advertising campaign: GIVE YOUR BLOOD TO A SPECIALIST
Art Director: Flavie Macaigne (BETC)
Internal Communications: Sylvain Marchand (BETC)
Creative Director: Olivier Apers (BETC)
Human Ressources: Sandra Gobert (BETC)
Agency Management: Sébastien Jauffret (BETC)
Copywriter: Morgan Sommet (BETC)
Chief Creative Officer: Stéphane Xiberras (BETC)

Outcome
Our promotional tools helped us to create a big interest but the experience and the word of mouth generated made it a huge success.At the end of the day, the overall number of donors doubled in comparison with the previous years. We even had to refuse access, as all the blood pumps were booked for the day. The average age of the donors was under 30 years old.But best of all, 40% were first time donors and had never intended to give their blood before.100% said that they would donate again.

Execution
As an advertising agency it was important that the creative execution be of a very high level.Dexter helped us to deliver our message because: •He is the best blood specialist in the world •He is considered as one of the most popular TV series characters by the young generation. •His acts are always for a good cause •His MO was perfect to draw attention to and enhance the experience This idea allowed us to transform the image of the drive and make it exciting instead of scary. Giving blood became a fun thing to do and to share.

Implementation
Our idea was to use the best blood expert in the world, Dexter, to turn giving blood into a really cool experience.We created an email address for DEXTER. A trailer was sent to everyone at the agency to rally the young and encourage them to register online to give blood.We recreated the atmosphere of the show using scenery, lights etcWe used the donors as a media with a special Dexter band-aid: « I gave my blood to Dexter », that they could proudly show their colleagues and we encouraged them to share their experience on social networks.

Client Brief Or Objective
BETC is the biggest advertising agency in France with over 700 employees. Every year, a blood drive is organised but very few young people participate, despite the fact that one third of BETC employees are under 30. They are neither interested nor concerned or they are just plain scared. We needed to renew the interest of existing donors but more importantly find new ones. Blood drives are done and promoted in the same classic way in hospitals, companies etc so we decided to turn giving blood into a really cool experience that could make young people interested in the cause.