| Title | PAY WITH BLOOD |
| Brand | UNTOLD FESTIVAL |
| Product/Service | MUSIC FESTIVAL |
| Category |
A02. Use of Live Shows/Concerts/Festivals |
|
Entrant Company
|
McCANN ERICKSON Bucharest, ROMANIA
|
|
Advertising Agency
|
McCANN ERICKSON Bucharest, ROMANIA
|
|
Media Agency
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| ADRIAN BOTAN |
Bv Mccann Erickson |
CHIEF CREATIVE OFFICER |
| CATALIN DOBRE |
Bv Mccann Erickson |
EXECUTIVE CREATIVE DIRECTOR |
| ALEXANDRU VASILE |
Bv Mccann Erickson |
COPYWRITER |
| SEBASTIAN OLAR |
Bv Mccann Erickson |
COPYWRITER |
| LIA BIRA |
Bv Mccann Erickson |
ART DIRECTOR |
| ARPAD REZI |
Bv Mccann Erickson |
ART DIRECTOR |
| CARMEN BISTRIAN |
Bv Mccann Erickson |
PR MANAGER |
| DANA HOGEA |
Bv Mccann Erickson |
CLIENT SERVICE DIRECTOR |
| SIMONA GEACA |
Bv Mccann Erickson |
ACCOUNT MANAGER |
| ALEXANDRA CRIVAT |
Bv Mccann Erickson |
ACCOUNT MANAGER |
| VICTOR CROITORU |
Bv Mccann Erickson |
MEDIA DIRECTOR |
The Brief
Romania ranks second to last in Europe for donating blood. Only 0.2% of young people are active donors. Romanians die every day due to lack of blood.
To solve this problem we had to change the mentality of young people and show that donating blood can be part of their everyday life.
Campaign Success
Untold, the biggest music festival located in Transylvania, joined forces with Romania’s National Institute for Blood Transfusions to launch Pay with Blood, a campaign offering attractive incentives: a free one-day pass for donations in mobile centers in Bucharest and Cluj-Napoca, or a 30% ticket discount for any donation in one of the 42 donation centers in Romania.
And because it was located in Transylvania, Dracula endorsed our campaign.
Pay with blood was communicated in all the ticket selling points and donation centers. Posters were shared on social media, while some international artists form the festival line-up promoted our cause.
Our message got the attention of national and international press, which took out message further.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign generated more than 1000 pieces of national and international news, including: BBC, CNBC, Euro News, TIME, the Guardian and many others. In total, it produced 1.431.571 euro in earned media and 129.121.728 media impressions.
Hundreds of people queued to donate blood. As a result, some transfusion centers had to extend schedule. The regional hospital in Cluj-Napoca ran out of space for blood bags.
In two weeks, 1596 tickets were Payed with blood, saving 3192 lives. But most importantly, Pay with blood created a new breed of donors that are more likely to donate blood again in the future.
Explain why the method of promotion was most relevant to the product or service
UNTOLD, the biggest music festival organized in Transylvania, the land of Dracula, was the perfect opportunity to reach the festival-loving youth in Romania and to convert them into regular blood donors.