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Studiu de caz - 12 Iunie 2014
When a mobile app can save lives

When a mobile app can save lives

It only takes a few moments for your life to change dramatically- waiting almost 10 -minutes for ambulance arrival is too long. Romania is facing a problem- individuals are unmotivated to be proactive about their knowledge of First Aid Training. When asked, 90% of people say that an adult should know first aid, however, only 7.5% of them declare they received some form of FA (first aid) instruction as adults, meaning outside school camps “sanitary” activities.


The Romanian Red Cross offers the most complete First Aid courses according to EU standards, a little known fact, as the RRC is historically known for its humanitarian crisis intervention activity and not for its training capabilities.  In store activation  

However, individual ignorance is still the biggest barrier in spreading knowledge about basic techniques that can save lives. The Red Cross sold, on average, just 1 course every 2 months.

Medic One, BPN and MobileWorks addressed this problem by developing a “Trojan Horse” strategy, in which the main instrument was a free mobile app - The First Aid Guide, available on all phones with the IOS operating system. The app offers complete information on First Aid techniques through easy-to-follow text, video and audio. Although appearing to make courses obsolete, in reality, no amount of information could replace the practical courses. Using the app was the best way to understand (and conclude) that actual training is crucial. An in-app form was created in order to facilitate course enrollment.


The campaign had two objectives - promote first aid courses to attract higher number of participants  Banner  and increase brand awareness for the Red Cross of Romania. In March 2013 the app was released and promoted digitally cross-platform through mobile banners, desktop online banners, a Facebook quiz app and dedicated content on the Romanian Red Cross page as well as through traditional Public Relations activitiesc – all with zero budget. The sponsor of the app development – Real Hypermarket – also promoted it via in-store materials for two months. The campaign focused strictly on the app and its features, with no mention of the First Aid courses, thus allowing people to simply interact with the app and decide for themselves if they should or not attend such courses.


The results were unprecedented - it was clear Romania was learning how to save lives! The First Aid Guide accumulated 10,000 downloads in just one month from release, holding the first position in In store activation the free apps top for over a week, as well as being top rated in the Health and Fitness categories on AppStore. The true objective was to stimulate enrollment in First Aid courses – which was done: from just 1 course sold every 2 months, with no promotion, or 15 courses per month with local promotion, through the app, 10 individuals enrolled for a course every day during the campaign and in its aftermath. The novelty of the app brought media/social media interest as the must-have mobile tool with online news, popular blogs, radio and TV interviews – all on zero budget. The goal was achieved - the people of Romania started to understand and take actions.

They are now the Life Savers!!!

Extra Info

Medic One was founded in 1999 by Oana Cociasu, Veronica Savanciuc and other strategic partners, being the first Romanian full service agency specialized in medical marketing and communication. Medic One offers consultancy, strategic, advertising and integrated communication strategies for medical companies, both in online and offline outlets. Among the agencies clients one may find Bayer, Pfizer, MSD,, Novartis and Angelini. Medic One is a member of the Lowe group, along BPN, Initiative, GolinHarris, Lowe&Partners, MobileWorks and SENIORHYPER.

BPN is the newest agency part of IPG MediaBrands. BPN is a continuously developing agency, which forecasts, identifies and adapts its strategies to the news trends and technologies. BPN believes in Radical Common Sense. Today, BPN is present in over 35 countries globally, including the US, and works for more than 250 clients worldwide.

In Romania, BPN is a member of the Lowe Group, together with Initiative, GolinHarris, Lowe&Partners, Medic One, MobileWorks and SENIORHYPER.

For more details about BPN please visit our global or national. You can find daily updates on our Facebook page and blog.

Founded in 2012, MobileWorks is a full service mobile marketing company. Agency provides strategy, planning, creation and implementation of integrated communication campaigns using mobile communication services to mobile operators, mobile Internet and smartphone applications. Among the technologies used by MobileWorks: Augmented Reality, QR codes, Bluetooth, IVR, SMS and MMS. MobileWorks is a member of the Lowe group, together with BPN, Initiative, GolinHarris, Lowe&Partners, Medic One and SENIORHYPER.

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