We've admired the Australian Red Cross Blood Service for many years now; both up close and from afar. It's fair to say that their recent "42" campaign hit the mark for a myriad of reasons.
The campaign was built around the fact that donated blood lasts just 42 days. And the number 42 is, in The Hitchhiker's Guide to the Galaxy, the "answer to the ultimate question of life, the universe, and everything". The inextricable link drawn between concept and fact was so clever, it blew our tiny minds.
To the best of our knowledge, the above-the-line activity consisted of a radio ad and an epic one-minute TVC with all the production values of a brand with much deeper pockets. No mean feat for a not-for-profit brand with limited marketing coin. The execution of both activities was bold and empathetic in equal measure.
The campaign idea was so well formulated that it was extended with ease to the creation of highly effective and personalised direct marketing activity to ongoing and lapsed donors. And via community engagement at all blood donation centres.
The real heart warmer? The introduction of personalised follow-up text messages, sent to blood donors (post donation, and within the critical 42 days). Each donor was told the name of the hospital their life-saving blood was delivered to, in order to save the lives of three complete strangers.
Congratulations to all involved in this project; from the beautifully crafted campaign strategy to the flawless tactical execution. To stand head and shoulders above a cluttered not-for-profit marketplace is an extraordinary achievement. But to bring all stakeholders along for the ride is everything.
Image credit: Cummins & Partners
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