Case Study: Oklahoma Blood Institute
I've Got Drive Campaign
Background:
Oklahoma Blood Institute (OBI) is a state-wide not-for-profit blood center providing blood to patients in more than 150 hospitals statewide. Third Degree was commissioned for the 2008-2009 OBI and Bob Moore Saturn cooperative campaign which served as the umbrella campaign over other promotions during this time frame including the Thunder Drive. The campaign’s primary message was the emotional appeal of saving lives and secondarily was the promotional message of the two chances to win either win a Saturn Astra or up to $15,000.
Website
Campaign Goals
- Raise overall awareness of OBI
- Motivate existing, first-time and lapsed donors to donate blood with OBI
- Receive enough donations to maintain a healthy blood supply during the winter months that OBI often struggles
Campaign Challenges:
- The length of the hard push - 2 months
- The balance of the promotional and emotional message
- The number of alternate messages around the promotion, location and details
- The need to tag several other blood drives during this timeframe with this message and for those drives to be a success
Outdoor
Campaign Theme:
Third Degree utilized the theme of “I’ve Got Drive” to play up the triple meaning of the word drive - being a motivation to give, a blood drive and driving the car.
TV
Results:
During the life of the Dec. 1-Feb. 6 campaign 32,588 people donated blood, 13% of which were first-time donors. During the One Day, One Car drive on Feb. 7, 511 people donated, 16% of which were first-time donors. Also during the One Day One Car drive Bob Moore Saturn sold 15 vehicles.
The Oklahoma City Thunder Drive was the most successful non-crisis blood drive in OBI’s history. This drive brought in 732 donors, 25% of which were first-time donors. The Thunder Drive in Tulsa brought in 162 donors, 50% of which were first-time donors.
The Internet advertising over delivered on impressions by 40% and on the national click-thru rate by over double.
