Brand Experience and Activation > Use of Promo & Activation

THE LIFE T-SHIRTS

OGILVY MEXICO, Mexico City / MEDICAL CENTER SAN JOSE HOSPITAL. TEC HEALTH / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Increasing organ donation in Mexico is a big challenge. Less than 1% of the population are registered organ donors. Ignorance and indifference are our 2 main barriers.The challenge then was 2-fold: firstly we had to turn the potentially bureaucratic act of becoming a donor (the signing of a form) into something more meaningful, inspiring and stimulating and secondly, we needed to touch as many people possible and to do so constantly in order to widen our reach and be able to grow registered organ donors quickly, after all there were more than 99% of them out there.

Effectiveness

In the first week we gave out 60 T-shirts to 60 newly registered users. In the following 3 months, between September and December another 150 people became registered donors. By the end of March we had grown our donor base by 430 people, which translates into a growth of 35.8% in donors in only 6 months.

Implementation

With a very limited budget, we decided to use a medium that could be capable of transmitting our message of expanding life through organ donation as well as expanding our donor base rapidly: T-shirts. These would build awareness over time, across targets and state borders, cheaply and in a very visually-engaging manner.

These were only given out to registered donors on National Organ Donation Day, who instantly turned from being passive into active brand ambassadors that spread the word.

Relevancy

Our T-shirts functioned as walking billboards that were also letters of invitation. They sought to celebrate the act of becoming a donor by highlighting the importance of organs, placing them at the centre of our communication. Through QR Codes printed on the T-shirts, in a flash people were able to see a video related to the corresponding photographed organ, which then led to them having the registration form in the palms of their hands, after signing up they could go get a T-shirt so the process started all over again.

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