45 KG

Title45 KG
BrandA.P. HONDA
Product / ServiceA.P. HONDA BLOOD DONATION
CategoryA08. Charities, Public Health & Safety, Public Awareness Messages
EntrantDENTSU ONE Bangkok, THAILAND
Idea Creation DENTSU ONE Bangkok, THAILAND
Production SUNSHINE ETC Bangkok, THAILAND

Credits

Name Company Position
Subun Khow DENTSU ONE (BANGKOK) LTD. Chief Creative Officer
Subun Khow DENTSU ONE (BANGKOK) LTD. Chief Creative Officer
Monchai Visuttinont DENTSU ONE (BANGKOK) LTD. Creative Director
Monchai Visuttinont DENTSU ONE (BANGKOK) LTD. Creative Director
Sutassarin Ankumpoch DENTSU ONE (BANGKOK) LTD. Copywriter
Tanachai Sutthisereesakul DENTSU ONE (BANGKOK) LTD. Senior Art Director
Vorawit Prakornkaew DENTSU ONE (BANGKOK) LTD. Head of Production
Thitiporn Punsakul DENTSU ONE (BANGKOK) LTD. Account Management Director
Thanisorn Baingern DENTSU ONE (BANGKOK) LTD. Group Account Director
Kumphol Witpiboolrut SUNSHINE-ETC CO., LTD. Director
Thanakrit Wongwaraphan SUNSHINE-ETC CO., LTD. Assistant Director
Prapope Duangpikool SUNSHINE-ETC CO., LTD. Cinematographer/D.O.P
Manop Boonwipas SUNSHINE-ETC CO., LTD. Editor
Khanuengnit Wichitsakonkit SUNSHINE-ETC CO., LTD. Producer
Terdsak Janpan Cine Digital Sound Studio Co., Ltd. Sound Designer

The Campaign

Knowing that not only blood transfusion plays a vital role in saving humans’ lives, but also we want to demonstrate how it can help people around a patient such as their family members who love them most and await the return of patients. The film dramatically shows a touching story, which will make people learn and realize the value of donation that is greater than what they are thinking.

Creative Execution

The creative execution is to convey the emotional trigger to drive hesitant people to donate blood for patients and their families who need blood badly. Broadcasting it on cable TV media which is not as costly as free TV channels, the message will also reach mass target and upload the VDO clip online so as to reach new generation group who use Internet.

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

With A.P. Honda’s 45KG campaign for blood donation, we were able to increase quantity of blood donation successfully more than the past years, and were able to make A.P. Honda recognized as one of Thailand’s top organization supporters of blood donation with an amount of 131,359,112 cc blood. Reference: http://www.aphondagiveblood.com/

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

No matter how much we activate blood donation campaign, it is still insufficient. So A.P. HONDA, the distributor of Honda motorcycles in Thailand, has kept on boosting promotional activities for more blood donation via its dealers nationwide continuously for years. As for this year, we have motivated target audiences nationwide who match qualification, but many had still hesitated to donate. With TVC and online VDO communication, we have persuaded them to donate immediately because many patients badly need blood to maintain their ‘life’, and can’t wait any longer.

The Strategy is to convey the emotional trigger to drive hesitant people to donate blood for patients and their families who need blood badly. Broadcasting it on cable TV media which is not as costly as free TV channels, the message will also reach mass target and upload the VDO clip online so as to reach new generation group who use Internet.