How do you encourage more New Zealanders to donate blood?

Remind them every 18 minutes that someone needs it.

Born out of this stark insight, a pop-up appeared every 18 minutes across TVNZʼs flagship channel on World Blood Donor Day. Contextual messages linked to the shows the pop-ups played over and a live 18-minute countdown drove urgency. When a pop-up couldn’t be played, over News for example, a 5” ad played in commercial time, so a reminder was never missed.

To bookend the campaign, TVNZ1ʼs breakfast and evening current affairs shows produced segments based on the insight.

This was a first of its kind in the media space.

Results

108% increase in website traffic
41% increase in call centre enquiries

Award

Silver – Beacon Awards