THE WALKING DEAD BLOOD STORE
| Title | THE WALKING DEAD BLOOD STORE |
| Brand | FOX INTERNATIONAL CHANNELS |
| Product/Service | THE WALKING DEAD |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
TORKE+CC Lisbon, PORTUGAL
|
|
Advertising Agency
|
TORKE+CC Lisbon, PORTUGAL
|
|
Production Company
|
MUSTARD Lisbon, PORTUGAL
|
Credits
| Rodrigo Rodrigues |
TORKE/CC |
Planner |
| Hugo Tornelo |
TORKE/CC |
Creative Director |
| Pedro Alegria |
TORKE/CC |
Creative Director |
| André Rabanea |
TORKE/CC |
Creative Director |
| João Pereira |
TORKE/CC |
Art Director |
| Nuno Trindade |
TORKE/CC |
Copywriter |
| Rui Santos |
TORKE/CC |
Art Director |
| Daniel Machado |
TORKE/CC |
Art Director |
| Gabriele Donada |
TORKE/CC |
Creative |
| Mari Malaconi |
TORKE/CC |
Strategist |
The Brief
The Walking Dead season 4 was coming to Fox Channel in Portugal and we needed to attract the
existing fans for the new upcoming season.
The strategy was to come up with something never seen that would connect the new series
(bloodier than ever) to the target audience like never before bringing them closer to the content.
Creative Execution
First ever store in the world where the currency is blood;
Making real people and fans relate so deeply they are physically contributing and interacting (with
needles) in exchange for an exclusive and limited collector's piece of the series;
Task and reward system with a physical (product) and emotional (donating blood for a cause)
balance, also including a member get member for bigger impact and self usage;
The series is all about survival and extremely bloody visually and emotionally. Against what other
threat would we need more blood than a zombie epidemic like the one on The Walking Dead?
Describe the creative solution to the brief/objective.
Teaming with Portuguese national blood bank, we created for the fans:
The Walking Dead Blood Store. World's first store where the currency is blood.
All the fans had to do was to extend their arms and donate blood to buy The Walking Dead
products.
The more blood given, the more and better the products.
There was a 17% increase of viewers versus the last season of the show.
We witnessed a 571% increase in donations in comparison to the previous year, 67% of the total
were made by first time donors bringing the fans to relate deeply with the brand.
Results
There was a 17% increase of viewers versus the last season of the show;
We witnessed a 571% increase in donations in comparison to the previous year;
67% of the total donations were made by first time donors bringing the fans to doing something
incredible to interact with the brand;
More than 5.000 visits to the store (in 10 days) impacting fans in a closer way than ever before.
The first edition work so well for the brand that a 2nd edition is running in 2014.