Cannes Lions
BACK2LIFE
CHEIL PENGTAI, Beijing / SAMSUNG / 2019
Overview
Entries
Credits
Overview
Background
In China, less than 1% know how to perform CPR.
As a matter of life and death, we needed to get more people to learn this life-saving skill.
Idea
BACK2LIFE. The hack that got gamers to learn life-saving CPR.
Strategy
Most people only think about CPR when they’re faced with death.
Since China plays more online video games than any other nation on earth, we created BACK2LIFE — the hack that got gamers to learn life-saving CPR.
Execution
Working with one of the country’s biggest game developers (Longtu Game), we hacked Blood River — the biggest game of the year and China’s equivalent to Fortnite.
For two weeks, we surprised gamers with hands-on CPR training built right into the game itself.
When gamers lost a life, they had to perform CPR on their characters to bring them back to life.
The more they played, the more they learned how to perform this life-saving skill.
Outcome
The hacked game offered life-saving training for gamers.
And a fun, easy way to learn CPR.
During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life.
Making this China’s most successful CPR drive to date.
Which just goes to show: when it comes to life and death, it helps to know CPR.
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