| Title | 'RESTART HEART' |
| Brand | APOTEK 1 GRUPPEN |
| Product/Service | PHARMACY RETAIL |
| Category |
B03. Web Service / App |
|
Entrant
|
McCANN OSLO, NORWAY
|
|
Idea Creation
|
McCANN OSLO, NORWAY
|
|
Production
|
ATLAS OSLO, NORWAY
|
|
Additional Company
|
APOTEK 1 GRUPPEN Lørenskog, NORWAY
|
Credits
| Stein Simonsen |
McCann Oslo |
Creative director |
| Torstein Greni |
McCann Oslo |
Creative director |
| Alexander Blomqvist |
McCann Oslo |
Account director |
| Kjersti Nesbakk |
McCann Oslo |
Account director |
| Katrine Berget |
McCann Oslo |
Account manager |
| Niels Windfeldt |
Atlas |
Film Director |
| Kristian Kjelman |
Atlas |
Producer |
| Svein Saelid |
McCann Oslo |
Planner |
| Eivind Eidslott |
McCann Oslo |
Head of Content |
| Torjan Vastveit |
McCann Oslo |
Designer |
| Vilde Odmundson |
McCann Oslo |
Designer |
| Jan Westby |
McCann Oslo |
Front-End developer |
The Campaign
We created a national registry of defibrillators by launching an web application for both mobile and desktop. The application works as a pathfinder, making it easy to track down the nearest defibrillator in the event of a heart attack.
Creative Execution
The application was launched with ads in social media specifically aimed at the above-mentioned target group. Some ads promoted a 30 second film demonstrating the application telling the story of a barista who witness a heart attack and is sent out to find a defibrillator. We also used geo targeting inviting people to familiarize themselves with their local defibrillator map and share it with their community. By introducing "heart attack drills" in schools and workplaces, as a parallel to fire drills, we raised even further awareness to our cause.
- First life saved only two weeks after the launch!
- More than 1 million visits to the registry's web site in just over a month.
- Massive love bombing in social media and loads of positive PR.
- To this date more than 3 300 user-generated registrations of new defibrillators.
- Survey showing that 68% of the target audience agrees to this project as a proof of Apotek 1´s brand promise: “We care for people's health”.
- 64% stated that this campaign made them more positive or much more positive to Apotek 1.
To fill a gap in the Norwegian public health system and prove Apotek 1's brand promise, we came up with an application with potential life saving value. Each day 10-15 Norwegians suffers from heart attack. There has been an increase in heart attacks for people aged 30-45 (which had also been widely covered in the media). If people knew where to find and how to operate a defibrillator many lives could be saved. Our campaign was aimed at this segment with two call to actions:
1) Make people familiarize themselves with the location of their nearest defibrillator and learn to use it.
2) Help improving our registry by adding a defibrillator and share the location with their community.