Virtual Blood Donation Campaign Uses Augmented Reality and DOOH Media to Raise Awareness
UNITED KINGDOM — NHS Blood and Transplant has launched a DOOH media campaign to highlight the life-saving power of blood donation. The campaign, one of the winners of Ocean Outdoor’s annual digital out-of-home (DOOH) competition, uses innovative augmented reality (AR) technology to encourage the public to offer a virtual blood donation via an iPhone.
The virtual blood donation campaign, See the Power of Blood Donation was developed by 23red, a UK-based creative agency, uses an augmented reality to connect to an image on a large format DOOH media screen featuring an empty blood bag and an ill patient. When image recognition technology detects a sticker on a participant’s arm, an AR overlay is shown of a needle, bandage and catheter on the participant’s arm. This then triggers the blood collection bag on the screen to fill up and the virtual donor can watch as the image of the sick patient gradually returns to health.
The campaign is featured on Ocean Outdoor’s New Street screen in Birmingham starting on May 18 and on the Eat Street Screen at Westfield London on May 20. This is the first time that an augmented reality app has been used to trigger an animation on Ocean Outdoor’s large format screens. The app is also hosted on Ocean’s high speed WiFi network.
In addition to the DOOH screens, experiential marketing also supports the campaign with advisors at both locations assisting members of the public on how to register and become a blood donor. The NHS Blood and Transplant digital out-of-home campaign is amplified through online and social activity including a Canvas advert for Facebook, sponsored posts on Facebook, Instagram and Twitter and organic social activity.
The campaign features three patients at two screen locations: Natasha (34), who required 44 units of blood and blood products when she suffered massive blood loss during the birth of her youngest son, Oliver. And Amit (30) and Shalona (28) who require regular blood transfusions for painful, life-threatening hereditary conditions.
According to NHS Blood and Transplant, they need approximately 200,000 people to start giving blood this year. There is a particular need to attract more younger donors (from 17 years old) and people from black and South Asian communities. People from black and South Asian communities are more likely to have rarer blood types and conditions, like Sickle Cell Disease or Thalassaemia respectively, which require regular blood transfusions.
“This innovative use of media and technology really brings to life the power of a blood donation and shows donors and potential donors how their gift of blood can save and improve lives,” said Sean Kinmont, 23red founding partner and creative director. The campaign illustrates this with real life recipients whose lives have been saved by the actions and donations of others.”
“With just under 200,000 new donors needed every year, we need to find ways to show people the importance of blood donation. We hope that by getting people to give a virtual donation, we can get them thinking and explain what it takes to become a real life donor,” said Ian Trenholm, chief executive of NHS Blood and Transplant. “The virtual experience gives an insight into the personal reward and satisfaction our loyal donors feel when they give blood and know they are saving lives. Each unit of blood donated can help save or improve the lives of up to three people.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media