Hemorio Promo, Case study WAITING FOR LIFE by Heads Propaganda

WAITING FOR LIFE
The Promo / PR Ad titled WAITING FOR LIFE was done by Heads Propaganda advertising agency for Hemorio in Brazil. It was released in Mar 2013.
Advertising campaign for Hemorio

Hemorio: WAITING FOR LIFE

Brand
Hemorio
Media
Promo, Case study
Released
March 2013
Posted
March 2013
Market
Brazil
Industry
Charities, Foundations, Volunteers, Blood Donation
Agency
Heads Propaganda
Creative Director
Fabio Miraglia
Creative Director
Mario D`andrea
Art Director
Thiago Carvalho
Art Director
Silvio Medeiros
Copywriter
Juliano Ribas | Gabriel Sotero
Producer
Egisto Betti

Credits & Description:

Advertiser: HEMORIO
Agency: HEADS PROPAGANDA
Category: Best Use of Social Media
Advertising campaign: WAITING FOR LIFE
Sound Effects: Edu Jimenez (Lua Nova Audio Producer)
Creative Director: Fábio Miraglia (Heads Propaganda)
Animation/Ilustration: Guma (Paranoid BR Films)
Singer: Izadora Molinari (Lua Nova Audio Producer)
Account Manager: Larissa Storch (Lua Nova Audio Producer)
Account Manager: Letícia Machado (Heads Propaganda)
Composition/Lyrics/Musician: Teco Fuchs (Lua Nova Audio Producer)
Direcor/Animation/Ilustration: Daniel Semanas (Paranoid BR Films)
Account Director: Gabriela Duarte (Heads Propaganda)
Creative Director: Silvio Medeiros (Heads Propaganda)
Account Manager: Thaís Casaes (Heads Propaganda)
Animation/Ilustration: Amanda Grazini (Paranoid BR Films)
Producer: Egisto Betti (Paranoid BR Films)
Art Buyer: Fabiano Proença (Heads Propaganda)
Crative Director: Flávio Medeiros (Heads Propaganda)
Copywriter: Gabriel Sotero (Heads Propaganda)
Account Manager: Juliana Miranda (Paranoid BR Films)
Animation/Ilustration: Paulo Stoker (Paranoid BR Films)
Art Director: Silvio Medeiros (Heads Propaganda)

Strategy
Hemorio is a hematology center, responsible for receiving blood donations and forwarding them onto hospitals that need them. Unfortunately, only 2% of the population regularly donates blood in Brazil. Among young people, this number is even smaller. Thus, we decided to speak directly to young people, the largest single demographic group in the country. Accordingly, we created a video that speaks their language, with a modern concept designed to stand out among so many other videos posted on a daily basis. We achieved this by using the largest global communications channel as part of the idea: the YouTube.

Execution
In order to engage the public, we needed to make our video stand out from among the thousands of videos posted every day on YouTube. So, we decided to use YouTube itself as part of the ad, by taking advantage of the time bar to make a comparison between the waiting time and the importance of blood getting to those who need it quickly. In the video, the blood leaves the donor, enters the time bar as if it were an extension of the catheter used to extract it. The blood moves along the time bar until it reaches the patient, who comes back to life. Super: "There's always someone waiting for his blood."

Effectiveness
Only one week after the launch of the video, exclusively on YouTube, our reality started to change: • A 700% increase in the number of views on Hemorio’s YouTube channel. • More than 1,000,000 impressions on blogs, websites and Twitter.• More than 900,000 impressions on many Facebook’s pages.• A spontaneous media value of approximately half a million dollars, with zero budget of media investment (in only 7 days).• And, most importantly, people helping each other.