| Title | TREASURE HUNT FOR LIFE |
| Brand | DKMS (GERMAN BONE MARROW REGISTRY) |
| Product/Service | DKMS (GERMAN BONE MARROW REGISTRY) |
| Category |
B04. Fundaraising & Advocacy |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Production Company
|
BLACK PEARL FILM Frankfurt, GERMANY
|
|
Production Company 2
|
BLACK PEARL FILM Frankfurt, GERMANY
|
|
Production Company 3
|
SINUS AV STUDIO Frankfurt, GERMANY
|
Credits
| Michael Kutschinski/Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Uwe Jakob |
Ogilvy Germany |
Executive Creative Director |
| Sebastian Kraus |
Ogilvy Germany |
Creative Director/Copywriter |
| Collja Lorig/Klaus-martin Michaelis |
Ogilvy Germany |
Art Director |
| Sebastian Kraus/Camilla Szylagi |
Ogilvy Germany |
Copywriter |
| Sebastian Kraus |
Ogilvy Germany |
Account Management |
| Sabine Freude |
Ogilvy Germany |
Advertiser Supervisor |
| Caroline Walczok |
Ogilvy Germany |
Art Buyer |
| Collja Lorig/Cecile Dormeau |
Ogilvy Germany |
Illustrator |
| Uwe Jakob/Sebastian Kraus |
Ogilvy Germany |
Director |
| Rafal Grochowski |
Black Pearl Film Gmbh |
Editor |
| Martin Urban |
Black Pearl Film Gmbh |
Film Producer |
| Lars Kellner |
Sinus Av |
Music/Sound |
| Jens Steffen |
Ogilvy Germany |
Technical Director |
| Jens Steffen/Robert Georgi |
Ogilvy Germany |
Application Engineer/Programmer |
| Michael Longerich |
Ogilvy Germany |
Digital Artist |
The Brief
We turned 'searching for suitable donors', into 'donors finding their patients', by transforming
so-called 'geocaches' into the first advertising medium people actually look for.
This enabled us to reach a target group that is especially resistant to advertising: the community of
more than 300.000 Geocachers in Germany. The community is very socially engaged, and
searching is what they do.
Creative Execution
We turned so called geocaches into advertising media. And actually one people really look for.
With this event we managed to reach a target group that is especially resistant to advertising: the
community of more than 300.000 Geocachers in Germany. This community is socially very engaged.
And searching is their life.
To their surprise they found very special caches hidden all over Germany. Caches containing the
greatest treasure of all: the life of another person. In a videomessage blood cancer patients shared
their personal story and invited to register as ancestral cells donator with the attached kit.
Over 35000 people participated in finding the caches and, to date, over 400 new stem cell donors
registered online in just eight weeks and the campaign is on-going.
The geocache community adopted the idea with enthusiasm and created their own geocaches and
videos to support the cause. Far beyond our country' borders.
A whole new and highly engaged community emerged from the 'Treasure Hunt for Life' campaign,
dedicated to spreading our message and to keeping the event alive.
Indeed, it has proved so popular with geocachers that we anticipate they will help keep the
campaign alive for years to come.
Our creative approach enabled us to reach a target group that is especially resistant to advertising:
the community of more than 300.000 Geocachers in Germany. The looked all over country and, to
their surprise, they found caches containing the greatest treasure of all: another person's life. Each
geocache contained a video message where blood cancer patients shared their story and invited
people to register as ancestral cells donors with the attached kit. The campaign began on January
30th, 2015 and is on-going.