The Campaign

Most water park visitors need to use a pump to inflate their swim tubes to play in the water. We seized on this opportunity by creating the ‘Life Pump’, a pump for swim tubes that only works when you use it the same way you would perform CPR. This way, we turned the moment of using the pump into a CPR training lesson, where people would directly learn and apply the new skill. By connecting an air pump to the inside of a CPR manikin, we created an easy way that allows anyone inflating their swimming tubes to learn CPR.

Creative Execution

Most water park visitors need to use a pump to inflate their swim tubes to play in the water. We seized on this opportunity by creating the ‘Life Pump’, a pump for swim tubes that only works when you use it the same way you would perform CPR. This way, we turned the moment of using the pump into a CPR training lesson, where people would directly learn and apply the new skill. By connecting an air pump to the inside of a CPR manikin, we created an easy way that allows anyone inflating their swimming tubes to learn CPR.

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

Most water park visitors need to use a pump to inflate their swim tubes to play in the water. We seized on this opportunity by creating the ‘Life Pump’, a pump for swim tubes that only works when you use it the same way you would perform CPR. This way, we turned the moment of using the pump into a CPR training lesson, where people would directly learn and apply the new skill. By connecting an air pump to the inside of a CPR manikin, we created an easy way that allows anyone inflating their swimming tubes to learn CPR.

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

Most water park visitors need to use a pump to inflate their swim tubes to play in the water. We seized on this opportunity by creating the ‘Life Pump’, a pump for swim tubes that only works when you use it the same way you would perform CPR. This way, we turned the moment of using the pump into a CPR training lesson, where people would directly learn and apply the new skill. By connecting an air pump to the inside of a CPR manikin, we created an easy way that allows anyone inflating their swimming tubes to learn CPR.

Most water park visitors need to use a pump to inflate their swim tubes to play in the water. We seized on this opportunity by creating the ‘Life Pump’, a pump for swim tubes that only works when you use it the same way you would perform CPR. This way, we turned the moment of using the pump into a CPR training lesson, where people would directly learn and apply the new skill. By connecting an air pump to the inside of a CPR manikin, we created an easy way that allows anyone inflating their swimming tubes to learn CPR.