Our BRIEF
To capitalise on the parallel of finding a perfect romantic match and a blood stem cell match on Valentine’s Day.
The Approach
On Valentine’s Day, Think Tree and DKMS-BMST came together to help patients find “their perfect match.”, also known as their potential lifesavers. The idea was to bring Cupid down during one of his busiest days to help DKMS-BMST by joining the Lifesaver Squad.
Presenting, #CupidOffDuty, a series of online and offline campaigns carried out to help blood cancer patients find their lifesaving match.
We had teamed up with restaurants and cafes by setting up collateral that displayed QR codes. Customers at the restaurant had to scan the QR codes on tent cards and standees to register as a potential lifesaver. Similarly, flyers with QR codes were sent out with every delivery the restaurant made. Further, we collaborated with micro and macro-influencers to amplify the cause online.
THE FINAL RESULTS
- Fifty-nine outlets with branded collateral.
- Increased views and engagement through influencer marketing.
Other Works
