Title	422 LIFESAVING FACEBOOK FILMS
Brand	NORWEGIAN RED CROSS
Product/Service	FIRST AID
Category	D02. Data Storytelling
Entrant	TRY REKLAME Oslo, NORWAY
Idea Creation	TRY REKLAME Oslo, NORWAY
Media Placement	TRY OPT Oslo, NORWAY
Production	TRY REKLAME Oslo, NORWAY

Name	Company	Position
Caroline Riis	TRY Oslo	Copywriter
Eirik Sørensen	TRY Oslo	Art Director
Vilje Mohn	TRY Oslo	Account Manager
Sven Jensen	TRY Oslo	Account Director
Pål Schultz	TRY OPT	Digital Advisor
Magnus Bergman	TRY APT	Programmer
Andreas Roel Vevle	TRY APT	Producer
Andreas Bom Bom Lisberg	TRY OPT	Director
Eirik Skarstein	TRY OPT	Director Of Photography
Christian Aas	TRY OPT	Advisor
Joachim Joachimsen	TRY OPT	Production leader
Johanne Lund	TRY APT	Producer
Kyrill Dementiev	TRY APT	Editor
Morten Holte Hanssen	TRY OPT	Cameraman
Nicklas Hellborg	TRY APT	Graphic Designer
Terje Johnsen	TRY Oslo	Graphic Designer
Malin Gylvik	Røde Kors	Client
Jon Vilhelm Aasgård	Røde Kors	Client

Describe the creative idea

Sadly, only 4 out of 10 Norwegians know enough first aid to help in a life-threatening situation. The Norwegian Red Cross wanted to change that. Strategy: Using data from Norwegian Statistics, we found that the average response time for an ambulance is 17 minutes. In some places, several hours. We decided to show people the importance of learning first aid, by demonstrating how long they actually have to wait for an ambulance in case of an emergency. The idea: We created 422 unique Facebook films, geo-targeted across the country. In each film, a family man suffers from a heart attack, and we follow his wife’s desperate fight to keep him alive while waiting for the ambulance. To engage each viewer in a direct and relevant way, the waiting time in the film match the actual response time for an ambulance - where they are, when they see it.

Describe the execution

Facebook was chosen as our preferred platform, due to its ability to target extremely narrow audiences, as well as being compatible with longer videos. First, we defined 422 target groups based on each district. Both the video itself, as well as the ad copies in each of the 422 Facebook posts, was customized. To match the film with the correct response time, each video consisted of five parts; a fixed intro, the action shot, two loopable shots and an outro. We chose to shoot the film from a point-of-view perspective with a ‘home-made look’. This way, we could create more emotions, making the viewer the protagonist. But the POV perspective also made it easier to extend the film to match the specific response time. After the protagonist falls to the ground, he gradually loses consciousness and his gaze becomes blurred. To create and publish 422 unique films, we built three different generators. One that extracted the district name and response time, and then generated text overlays for the video. One that generated a transparent video with the correct countdown. The last one matched all the different layers together and rendered a video with footage, texts, timer, sounds and length matching the response time. The finished videos were automatically uploaded to Facebook’s ad library. Then we used Facebook feed as placement, and the campaign structure enabled us to continuously monitor how each video performed in each district across Norway. As predicted, a lot of the viewers skipped to the end to see how it ended. This, combined with massive engagement, made the Facebook-algorithm assume that people actually saw hours of content in their newsfeed, giving the campaign a huge organic push. The campaign reached 1/3 of the Norwegian population (5 million) and generated 80.000 visits to Red Cross’ first aid website.