DM
- This piece encouraged active donors to give again.
- We found two words that say more than 'thank you'.
For
Australian Red Cross Blood Service (DDB Rapp Sydney)
Description
PLASMA PARTNERS CAMPAIGN FOR THE AUSTRALIAN RED CROSS BLOOD SERVICE: By creating a Plasma Partner sub-brand among our regular donors, we sought to acknowledge them as partners in the efforts of the Australian Red Cross Blood Service. To build that sub-brand, and highlight the tremendous good our donors were doing, we highlighted the words Plasma Partner whenever we could. It was a true CRM campaign in the best sense of the term, and the results bore testimony to how effective CRM can be in delivering results.