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The Hero Gene
The Hero Gene

RAN IN: United States

CLIENT
Be the Match

AGENCY
Area 23, An FCB Health Network Company *Lead Agency

Tim Hawkey, Managing Director, Executive Creative Director
Abby Stellpflug, VP, Associate Creative Director
Chris Bernesby, SVP Creative Director
Andy Gerchak, VP, Associate Creative Director
Frank Laport , Production Supervisor
Sam Pizarro , Art Supervisor
Tara Smith , Copy Supervisor
Jesse Jo Thornton-Davis, Production Designer
Pamela Savage, VP, Associate Creative Director
Cassie Bull, Producer


SUMMARY

We started with the hypothesis that comic book fans would be more likely to donate bone marrow compared to the average population. Our research revealed that their intent to donate may actually be four-fold. To Reach this untapped audience, we went to Comic Con, and created The Hero Gene Laboratory-an activation experience that allowed fans to submit their DNA test to see if they have the Hero Gene. We surpassed all prior marrow drive results, exceeded out own ambitious goal, and most importantly, found a potentially life-saving match.

CASE STUDY

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CASE VIDEO


Hero Medium: CONSUMER INVOLVEMENT/USER GENERATED

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;WOM (Consumer Involvement/User Generated);GUERILLA;Street Teams;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);Location-based Communications/Real Time Marketing;PROFESSIONAL ENGAGEMENT;Congresses

Audience: Comic Book Fans

Objectives: Recruitment

Type: Business to Consumer

Classification: Regional

Language: English