| Title | THE RGB NEWS |
| Brand | ANTENA 1 |
| Product/Service | OBSERVATOR |
| Category |
A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
GEOMETRY GLOBAL Bucharest, ROMANIA
|
|
Advertising Agency
|
GEOMETRY GLOBAL Bucharest, ROMANIA
|
Credits
| Mihai Fetcu |
Geometry Global |
Creative Director |
| Stefan Vasilachi |
Geometry Global |
Head Of Art |
| Sorana Somesan |
Geometry Global |
Senior Copywriter |
| Florina Alexandru |
Geometry Global |
Senior Art Director |
| Alex Petrescu |
Geometry Global |
Strategic Planner |
| Raluca Berceanu |
Geometry Global |
Senior Digital Account Manager |
| Radu Glont |
Geometry Global |
Account Director |
The Brief
No more than 14 people out of 1000 donate blood in Romania, leaving the country at the bottom of blood donation ranking in Europe.
Everyday victims due to lack of blood dominate the news and public media, but Romanians are concerned with mainly what happens in their backyard.
If other popular TV stations act as a video tabloid, Antena 1 has always been closer to its audience. Using a social angle, Antena 1 wanted to resign from a drama presenter role and turn people from passive televiewers into active blood donors in a way no other Romanian TV brand could.
Describe how the promotion developed from concept to implementation
Antena 1 decided to let Observator, its number one news program, to activate its strongest tool - the TV screen. For one week, viewers noticed that something on their screen was missing - the red component from the screen RGB colors - thus showing how life without blood feels like.
14 million Romanians were reached. Blood donations increased by 80% within 6 weeks, while the government signed an historic increase of 300% for the 2015 blood donations budget.
Describe the success of the promotion with both client and consumer including some quantifiable results
14 million Romanians were reached within 4 weeks. More than 30.000 people took the red color out of their Facebook profile pictures. This resulted in an earned media equivalent valued at 1.2 million euros.
But what’s more important is that the campaign met with a phenomenal response and impressive results to match: blood donations rose by 100% in the capital and 50% throughout the rest of the country.
And the very good news were that the government increased its budget for blood donations by 300% as a direct result of the campaign.
Explain why the method of promotion was most relevant to the product or service
Evening news programs are being watched for the daily snapshot of reality. But, after the seeing the news, most of us think that the reality should be different.
For one week, Antena 1’s Observator changed from a broadcast news program to an unicast format. News were no longer presenting facts, they became personal.
People in front of the TVs understood how life without blood felt like. And, with the help of their favorite news program, they managed to change tomorrow’s news.