Objectives + Raise awareness + Motivate young people (16-35 years) + Generate new blood donators + Differentiate from competitors (Plasma Centres) + Educate.

Objectives

+ Raise awareness

+ Motivate young people (16-35 years)

+ Generate new blood donators

+ Differentiate from competitors (Plasma Centres)

+ Educate about blood donation (according to ORK principles)

Mystery Campaign

Mystery Campaign Closure

Smartphone App

+ Super Hero Game

+ Push-Notifications

+ Virtual blood

donation ID

+ Fact-List

+ Questionnaire

Superhero Mobile

Sustainable Advertising Character

+ Testimonial in schools (Super Hero Week)

+ Cooperations with companies (public commitment)

+ Development of a TV commercial (cost effective)

Operational area and period of Advertising

+ Austrian wide+ 1 year campaign starting spring 2013

Budget

+ € 50.000,-+ Mystery campaign (Media cooperations – no advertising costs)

To Do´s for Löwenherz

Development of: + Red Cross Super Hero+ Mystery campaign – concept, stories, ads, etc.+ Smartphone app – game, functions, design, etc.+ Super Hero Mobile branding + advertising material+ School advertising+ Company advertising+ TV commercial