SHOCK THE HEART

TitleSHOCK THE HEART
ClientTHE JAPANESE CIRCULATION SOCIETY
Product / ServiceAED(AUTOMATED EXTERNAL DEFIBRILLATOR)
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantDAIKO ADVERTISING Tokyo, JAPAN
Idea Creation DAIKO ADVERTISING Tokyo, JAPAN
Idea Creation 2 BOTH Tokyo, JAPAN
Idea Creation 3 TAIYO KIKAKU Tokyo, JAPAN
Production BOTH Tokyo, JAPAN
Production 2 TAIYO KIKAKU Tokyo, JAPAN

The Campaign

“Shock the Heart” We turned the serious situation of someone collapsing into a form of entertainment to keep those people who were once uninterested captivated in the game so they would play it to the very end. We created e-learning content that allows people to experience saving a life while enjoying a game in a world of intense suspense drama.

Creative Execution

We released a suspense drama on a website that teaches viewers how to use the AED device as the story continues allowing anyone the virtual experience of saving a life. The story has elements of mystery, romance, and comedy sparking interest in those who were once uninterested and at the same time promoting repeat access to the site. Also, a rhythm game using a well-known nursery rhyme enables viewers to experience the appropriate rhythm for heart massage and the experience of saving a life with an AED while enjoying a game-like experience. Furthermore, by setting the timer, players get a real feel for the decrease in survival rate as time passes.

The homepage once visited only by those who were interested, received a 10800% increase in access. 72% of the people who visited the site played to the end of the 6-minute content experiencing saving a virtual life. “After watching I feel like I will have the confidence to act if the time comes.” “I had no idea heart massage pushes were so rapid!” were posts found as it became a hot topic, mainly on Twitter and Facebook, rising to second place on Twitter as a trend word. It was picked up by a variety of media including TV and internet news.

At workshops and other conventional forms of speaker-centered communication, it is only the understanding of those who are already interested that can be promoted, and it fails to lead to the further spread of AED use. We therefore created contents that viewers will want to see for themselves and in turn teach others about, targeted at the uninterested demographic, which accounts for most people. By making the contents a hot topic, the awareness of how to use an AED was spread, and we were able to shift those in the uninterested demographic to the interested.

Credits

Name Company Position
Satoshi Someno Daiko Advertising Inc. Creative Director
Kayo Okumura Daiko Advertising Inc Copywrite
Tomofumi Narita Daiko Advertising Inc. Executive Creative Director
Shingo Nomura Daiko Advertising Inc. Interactive Planner
Ryo Tanikawa both inc. Art Director
Yoshihiro Esashika both inc. Art Director
Hirotaka Tochihara TAIYO KIKAKU co.,ltd. Producer
Takeshi Izumida TAIYO KIKAKU co.,ltd. Director
Yoshitaka Hori TAIYO KIKAKU co.,ltd. Production Manager / Production Design
Yuma Yoshimura TAIYO KIKAKU co.,ltd. Production Manager
Asuka Toyoda TAIYO KIKAKU co.,ltd. Production Manager
Tetsuro Hirano freelance Cameraman
Tomohiro Takahashi freelance Lighting
Naoki Yamada freelance Stylist
Kaho Onishi Bside inc. Hairdresser
Sadahiko Yoshida TAIYO KIKAKU co.,ltd. Sound Recording
Atsushi Wakabayashi TAIYO KIKAKU co.,ltd. Editor
Syuji Daito TAIYO KIKAKU co.,ltd. Editor
Asako Harada IMAGICA Corp. Colour Correction
Akari Tatsumi TAIYO KIKAKU co.,ltd. Audio Editting
Shintaro Kitayama TAIYO KIKAKU co.,ltd. Web Producer
Yukiko Tosu TAIYO KIKAKU co.,ltd. Web Director
Fu Ran TAIYO KIKAKU co.,ltd. Designer
Kazushige Aoki freelance movie still photographer
Links
Website URL