422 LIFESAVING FACEBOOK FILMS
|Client||NORWEGIAN RED CROSS|
|Category||C03. Data Driven Targeting|
|Title||422 LIFESAVING FACEBOOK FILMS|
|Entrant||TRY REKLAME Oslo, NORWAY|
|Idea Creation||TRY REKLAME Oslo, NORWAY|
|Media Placement||TRY OPT Oslo, NORWAY|
|Production||TRY REKLAME Oslo, NORWAY|
|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|
Why is this work relevant for Media?By combining real ambulance response time data with Facebook’s geographical targeting options, we managed to reach and engage citizens across our rural and widespread country in a direct and very relevant way. The idea relies 100% on the chosen media platform, the placement of the content and the optimization of 422 unique films – targeted to 422 different target groups. On a media platform where we usually shorten our message down to just a few seconds, this campaign proves that even the longest Facebook films can be much more valuable than you think.
BackgroundSituation: In case of an emergency, knowing CPR can be crucial to save lives. If someone gets a heart attack, the chance of survival is reduced by 10% for every minute that goes without cardiovascular rescue. Sadly, only 4 out of 10 Norwegians know enough first aid to help in a life-threatening situation. The Norwegian Red Cross wanted an idea that could remind as many Norwegians as possible about the importance of learning CPR. KPI: Visits to Red Cross first-aid website.
Describe the creative idea / insights (30% of vote)Insights: When working on the strategy, we found that previous first aid campaigns missed an important element: The disparities in Norwegian geography. Because of our rural nature, professional help is often much further away than people think. By digging into data from Norwegian Statistics, we found that the average response time for an ambulance is 17 minutes. In some places, the ambulance would be several hours away. 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 strategy (20% of vote)Creative strategy: 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. Media strategy: Our target audience was the entire population of Norway, with local focus. Facebook was chosen as our preferred platform, due to its ability to target extremely narrow audiences, as well as being compatible with longer videos. By combining real response time data with Facebook’s geographical targeting options, we could reach and engage citizens across our rural and widespread country in a direct and very relevant way.
Describe the execution (20% of vote)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. A special built program generated 422 unique films, and the finished videos was automatically uploaded to Facebook’s ad library. Then we used modelling in excel in order to write up the text copies, and pair the right video with the right ad – as well as the right target audience. We used Facebook feed as placement, and the campaign structure enabled us to continuously monitor how each video performed in each municipality in Norway.
List the results (30% of vote)By applying a granular approach to our targeting, we managed to increase our relevance in the different target groups. 422 different target groups meant that the average audience size consisted of less than 10 000 Facebook users, with some target groups even being below <1 000. Despite this, we manage to get significant reach across the target groups, as well as seeing the overall performance of the ads deliver very effective and cost-efficient. The campaign reached 1/3 of the Norwegian population. 1.000.000 organic views 80.000 visits to Red Cross’ first aid website (Population: 5 million)
Describe the use of data, or how the data enhanced the campaign outputData was at the core of both the message and the targeting. The underlaying data was an integral part of the creative assets, as well as setting the premise for the target audiences. By using data from Norwegian Statistics, we were able to demonstrate how long time each viewer actually has to wait for an ambulance in case of an emergency. The data, and the target groups defined the creative execution of 422 unique Facebook films – geo targeted across Norway. Both the video itself, as well as the ad copies in each of 422 Facebook posts, was customized. By combining the customized assets based on data, with a granular approach to targeting, we also ensured that our campaign was highly effective.
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