BACK2LIFE

Bronze Spike

Case Film

Presentation Image

TitleBACK2LIFE
BrandSAMSUNG
Product / ServiceSOCIAL RESPONSIBILITY PROJECT
CategoryC01. Use of Digital Platforms
EntrantCHEIL PENGTAI Beijing, CHINA
Idea Creation CHEIL PENGTAI Beijing, CHINA
Media Placement CHEIL PENGTAI Beijing, CHINA
Production BIGFISH Beijing, CHINA
Additional Company CHEIL WORLDWIDE HONG KONG, HONG KONG SAR

Credits

Name Company Position
Kimmy Liu Cheil PengTai Executive Creative Director
Kimmy Liu Cheil PengTai Art
Ting Yu Cheil PengTai Designer
Qing Tian Cheil PengTai Associate Creative Director
Xue Li Cheil PengTai Associate Creative Director
William An Cheil PengTai Platform Director
Cherry Lan Cheil PengTai Account Director
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Wilson Ang Cheil Worldwide Hong Kong Group Creative Director
Paul Chan Cheil Worldwide Hong Kong Copywriter
Wilson Ang Cheil Worldwide Hong Kong Copywriter
May Yue Cheil PengTai Creative Director
Zhongjian An Cheil PengTai Senior Art Director
Ning Yang Cheil PengTai Associate Creative Director
Moyang Liu Cheil PengTai Associate Creative Director
Melody Zhang Cheil PengTai Multimedia Designer
Yanqi Wang Cheil PengTai Associate Creative Director

Why is this work relevant for Direct?

BACK2LIFE is an idea in which direct plays an important role. To get more people to learn life-saving CPR skills, we hacked one of the biggest games of the year and surprised gamers with hands-on CPR training built right into the game itself. When gamers lost a life, they had to perform CPR on their characters to bring them back to life. The more they played, the more they learned how to perform this life-saving skill. By building a direct-response mechanism into the game itself, BACK2LIFE is a direct-driven campaign that celebrates targeted and response-driven creativity.

Background

In China, less than 1% know how to perform CPR. As a matter of life and death, we needed to get more people to learn this life-saving skill.

Describe the creative idea (30% of vote)

BACK2LIFE. The hack that got gamers to learn life-saving CPR.

Describe the strategy (20% of vote)

Most people only think about CPR when they’re faced with death—at which time it’s usually too late. Since China is one of the world’s biggest gaming markets, young gamers face death all the time—whenever their characters are on the verge of dying. We then realised that this is the best time to educate young people on how to perform CPR. So we hacked the biggest game of the year, and surprised gamers with hands-on CPR training built right into the game itself. When gamers lost a life, they had to perform CPR on their characters to bring them back to life. The more they played, the more they learned how to perform this life-saving skill.

Describe the execution (20% of vote)

Working with one of the country’s biggest game developers (Longtu Game), we hacked Blood River — the biggest game of the year and China’s equivalent to Fortnite. For two weeks, we surprised gamers with hands-on CPR training built right into the game itself. When gamers lost a life, they had to perform CPR on their characters to bring them back to life. The more they played, the more they learned how to perform this life-saving skill.

List the results (30% of vote)

The hacked game offered life-saving training for gamers. And a fun, easy way to learn CPR. During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life. Making this Red Cross China’s most successful CPR drive to date. Which just goes to show: when it comes to life and death, it helps to know CPR.

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