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DINOZAMBETTI
SANBS
KARMA BANK
Project:
New Platform and Integrated Campaign
The Insight:
People like to project a charitable image, however, at a deeper level they are inherently selfish. What if we turned the tried and tested NGO approach of appealing to people’s selfless and altruistic nature on its head, by appealing to this deeper innate human motivator? We used this insight to propose an exciting new platform for SANBS that would create a whole new experience around blood donation.
The Campaign:
This proposal involved reinventing the South African National Blood Service as a "bank". This new entity, called Karma Bank, would drive repetitive, ongoing blood donations by making the experience of donating akin to having a savings account at a banking institution. The launch of which would involve PR stunts and a teaser campaign to create hype around a new entrant in the financial market before revealing its true identity. Then going forward all of a donor's interactions with the blood service would be done in a banking theme with a tongue-in-cheek tone.
The campaign would launch with an ATL and PR campaign to create the illusion that it is the launch of a real bank.
After the launch phase it would be revealed that the bank is actually a new exciting incarnation of the national blood service.
The website would be designed to look like a banking site but with all the content and themes being around blood donation.
We would change the blood donation membership card to become a Karma Bank Savings Card.
There would be three savings account depending on historical donations.
On Google Maps all of the SANBS donor centres would be changed to become Karma Bank branches.
On Google Maps all of the SANBS donor centres would be changed to become Karma Bank branches.
Donors would receive monthly emailers such as the those they would receive from their banks.
Whenever donors make a donation they would receive an SMS deposit notification
of their "Transaction" like they would from a regular bank.
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