The Brief

There are 1/3 less blood donors in winter than in other seasons. Blood shortages in Taiwan, on average, take 349 lives a year. Before Christmas, we wanted to find immediate solution for blood shortage.

Describe how the promotion developed from concept to implementation

In front of Taipei 101, we set up an outdoor choral performance to urgently deliver the blood shortage message. The choral performance was developed into an online video.

Describe the success of the promotion with both client and consumer including some quantifiable results

In Taiwan, over 1200 bloggers, Clothing brands, restaurants, department stores, popular comic artists and writers all voluntarily participated. It was also enthusiastically echoed by many Taiwanese celebrities and directors. In just 2 short weeks, the video was shared over 78,261 times in Taiwan. 217,186 people visited the site. Red Xmas started a blood donation trend. Other regions in Taiwan used different ways to participate in this blood donation event. The volume from blood donation increased 63% more than the same period last year.

Explain why the method of promotion was most relevant to the product or service

To urgent casualties and disasters, Taiwanese people always give supports in the first minute. Therefore, we decided to set up a street choral during the Christmas season to perform electrocardiogram sound, which mimic the sound of heartbeat from high speed to death. It delivered the message, that there is someone close to death due to blood shortage during this joyful season. And it also motivated people to donate their blood right away.