20: THE MEDIA MAGIC AWARD (THE MEDIA MAGIC AWARD)
Blood Beacon - Taipei Blood Center
|Title of Entry:||Blood Beacon|
|Brand:||Taipei Blood Center|
|Client:||Taipei Blood Center|
|Entrant Company:||Wunderman Thompson Taipei|
|Creative Agency:||Wunderman Thompson Taipei|
|Chief Creative Officer:||I-Fei Chang|
|Account Executive:||Emma Lee|
|Account Manager:||Una Wu|
|Creative Director:||Ever Chang|
|Sector:||PUBLIC & SOCIAL|
|Date of Release:||2019-01-06|
Every week in Taiwan, there are critical shortages in certain blood types.
In emergency situations,
instant access to blood supplies can mean the difference between life and death.
There’s no easy way for people to find out about blood shortages in daily lives,
so even though Taiwan is filled of willing donors,
it’s difficult to reach them with specific blood type when they’re needed most.
How can we immediately alert and mobilise people to donate in daily lives
and call for people with specific blood types to donate at the most needed time and area in order to shorten the blood shortages time of certain types?
Creative idea / Solution：
Taiwan’s smartphone penetration rate is ranked top 2 in the world.
People often use navigational apps in their daily lives.
We discovered that the ‘location icon’ we all use daily to search locations
looks just like a blood drop when flipped upside down.
So we created an ingenious way to reach donors: ‘Blood Beacon’.
The ‘Blood Beacon’ connects to real-time blood center inventory data.
If there’s a shortage in a specific blood type, the ‘location icon’ flips upside down,
alerts the user to the blood type in demand, and navigates them to the nearest blood donation center.
If there’s no shortage, the ‘location icon’ stays the same.
The data driven strategy：
Taipei Blood Center barely have media budget to disseminate blood shortage messages and blood shortage comes up very sudden and unable to predict.
With the real-time inventory data, how can we alert the people in daily lives?
We understand that people are reluctant to download extra apps,
so we incorporated the ‘Blood Beacon’
into a popular navigational app that people already own and use.
When users look for locations on mobile devices,
the ‘location icon’ connects to real-time blood center inventory data.
Existing users of this application could receive detailed information
including blood type in shortage and blood donation location by using mobile phone,
motivating more people with matching blood type to donate their blood.
We first cooperated with the ‘Parking Lot App’, an application with over 2 million users.
When 2 million users look for parking spaces,
the ‘location icon’ connects them with real-time blood center inventory data.
When blood shortage strikes, the ‘location icon’ flips upside down to a ‘Blood Beacon’.
From January 1, 2019,
this idea has since been built into the ‘Parking Lot App’ allowing a long-term and close cooperation.
Leveraging real-time data from the Blood Center,
this idea is a certain and sustainable way in allowing blood donation center
to spread blood shortage messages in daily lives without any media buy.
This is just the beginning.
We will be cooperating with 4 additional food and transportation service related navigational applications (Mass Rapid Transit Express APP, Charge Spot APP…) in November of 2020,
making this idea even more widely used.
◆ Since the ‘Blood Beacon’ went live,
we reduced the average blood shortage time from 35 hours to just 7.
‘Blood Beacon’ has sped up the time it takes for us to get certain blood types,
so we can focus on doing our best to save lives.
◆ In Taiwan, within a short two-month time (April and May),
the number of first-time donors has exceeded 11,900 because of the alert via the app.
◆ 31 news agencies picked up the idea.
The upside down location icon, the starting point for the helping—Yahoo News
Making blood donation more effective—Malaysian News
◆Blood Beacon also won Cannes Lions(2019), Spikes Asia(2019), The Lia Chinese Creativity Show (2019 Gold), One Show(2020), New York Festivals Advertising Awards(2020).
◆ Since this simple idea can be replicated in other apps,
there’s no need for additional media spending.
Leveraging real-time data, we can continue to help people in need
by delivering the right blood types when and where they’re needed,
fundamentally resolving the blood shortage crisis in Taiwan.
Confidential information for the jury：
Since Taipei Blood Center is a non-government as well as non-profit organization,
they do not have authority to spread out blood shortage messages widely to public.
Furthermore, due to limited donation source ( mainly from other organization or private individual )
and lack of resource, they barely have media budget to disseminate blood shortage messages.
Without media budget,
we developed an idea that implements blood shortage messages in people’s daily life
by connecting the blood inventory data from Taipei Blood Center.
In this way, we could gather blood type in need at the right time and place,
shortening blood shortage’s time.
|Other Credits:||Chairman, APAC Creative Council : Sheung-Yan Lo|
|Other Credits:||Executive Creative Director : Wu, Min-Lung|
|Other Credits:||Senior Art Director : Hugo Chiang|
|Other Credits:||Group head : Mark Brenndorfer|
|Other Credits:||Producer : Allen Wu|
|Other Credits:||Group Account Director : Karina Chen|