Creating a functionally innovative product for Red Cross to “edutain” an audience while making them active brand ambassadors in their local (domestic) communities.
Client:
(BBDO for: Red Cross)
Executive Producer, David Rolfe, from brand innovation leader Crispin Porter, had just completed the very successful Lowe’s 6 campaign, and also brought a productization within brand value POV to BBDO from his alma mater Crispin Porter. He knew there was something more to the 6 in 6 Vine campaign than just creative use of new technology. He brought in EGG to discuss modifying BBDO’s digital development process to replicate the Lowe’s 6/6 outcome for other clients, well knowing he had one of the best digital teams in the world as a base to work with.
For context, some background on the BBDO/Vine work with Lowe’s:
“With Vine, Lowe’s and BBDO New York saw an opportunity to bring useful home enhancement tips to life. In a series called Lowe’s Fix in Six, we filmed and shared on Vine more than 50 six-second how-to films that were as entertaining as they were useful.”
With Red Cross, while the focus had been on doing good internationally and the positive association a donor had with helping with that, we also saw instances where personal involvement in their work sparked incredibly high association and loyalty. Which meant, as a brand providing direct functional (vs just emotional) value to an audience, an “app” that actually trained or aided its users in becoming “everyday” heroes would spread Red Cross’s essence while positively effecting the spreading of virtuous helping domestically. And it still was “fun” (or rather “serious fun”).
Egg wrapped this concept around an “Academy of Action Heroes”, where individuals who excelled on their heroic training app were featured internationally, embedded into overall international work highlighted on the Red Cross homepage.
Of course, there were also some “organic” brand-merchandising opportunities that bubbled up during the process, from e-books to hero-wear that graduates can purchase with a double-image value impact (individual and brand co-endorsement), with “proof” of certification.
These of course also served to bring in new income streams from younger generations who preferred to donate in other ways than passively writing checks.
