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URL: http://www.savethetinman.com
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Key Industries:
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Educational & Vocational
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Entertainment & Leisure
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Government / Social / Political
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Medical
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Key Sectors:
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Design & Build
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Games
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User Generated Content
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Video
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Viral Marketing
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NHS Blood and Transplant
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Brief
On November 2nd the NHS launched the first ever UK-wide campaign calling people to join the Organ Donor Register. As part of the build up, Coolbox were tasked with creating a viral marketing campaign to help to heighten awareness of the register.
With a themed live event involving 33 Tin Men already planned, we were asked to come up with a range of concepts to fit with this theme. We were given the freedom to take a light-hearted approach, as long as the connection with the organ donation cause remained clear.
Strategy
During brainstorming we explored a range of ideas for games and customised videos based around conceptual sub-themes, such as discovering hearts, collecting hearts, matching hearts, donating hearts and racing against time. The chosen concept started with the simple idea of donating a virtual heart and from this the call to action to “Give the Tin Man a heart” naturally followed.
To become truly viral, the campaign would have to work in a continuous chain of call to action and pay-off. The Tin Man would have to ‘do something’ after receiving his heart…but what? Inspired by the world’s leading body poppers (and James Corden) we decided that the ‘something’ would be a robotic style dance of celebration. And to ensure that the dance scored highly on humour, the Tin Man character would be customised with the face of the user and/or their friends.
This combination of personalisation, humour and obviously a very good cause (highlighted at key points), would prompt users to create their own unique dance to send to friends.
Execution
This was one of the most multi-faceted and unusual projects that Coolbox has undertaken to date. Turning a fully formed theoretical concept into a reality involved commissioning dancers, green screen filming, composing a soundtrack, originating campaign branding, all before commencing work on the website visuals. savethetinman.com was developed with the help of Flash specialists, Innivo.
Results
At the time of writing, the spread of the savethetinman.com continues to gather pace, reaching thousands of around the country within days and even receiving celebrity support on Twitter. The statistics on click-throughs to the main NHS Organ Donor Register site demonstrate that the public have also embraced the important underlying message.
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