Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
10 Apr 10:00 BST / 05:00 EST

Talk to me: voice technology, are we there yet?

FEATURING
Hamish McPharlin
Head of Insight at BBC Global News
Sophie Hind
Managing Director at Voiceworks
Imogen Watson
Journalist at The Drum

Samsung: Back to life by Cheil Worldwide

Client: Samsung
Date: May 2019
Your Vote
4/5
Overall Rating
4/5
Opps, please vote again
3 votes

For Samsung’s 2019 Corporate Social Responsibility Project, Cheil launched a creative campaign to help young Chinese people acquire CPR skills 'Back2Life'. In this campaign, Cheil cooperated with Blood River, which is one of China's most famous MOBA (Multiplayer Online Battle Arena) game platform, and hacked in this game to get gamers to learn life-saving CPR.

In China, less than 1% know how to perform CPR. The Back2Life campaign, created jointly by Cheil PengTai and Cheil Worldwide Hong Kong, aimed to solve this problem.

Even though it’s a matter of life-and-death, most people only realize the importance of CPR when they’re faced with death. On the other hand, China is the world's largest game market. Therefore, the virtual moment of death in the game can be the best time for young people to get CPR training.

When gamers lost their lives in the game, they unexpectedly found out that CPR can revive their role. After several times of virtual deaths in the game, the game player repeatedly receives training for CPR. That means, the more they play, the more CPR training they get. During the two-week hijack in the Samsung Galaxy Store, over three million gamers performed CPR training to bring their characters back to life. This fun and easy way to learn CPR skills has effectively promoted the popularity of CPR in China.

Credits

Advertising Agency: Cheil PengTai/Cheil Worldwide Hong Kong

Creative Director: Kimmy Liu/Paul Chan/Wilson Ang

Art Director: Kimmy Liu/Ting Yu/Qing Tian/Xue Li/Yining Yin

Copywriter: Paul Chan/Wilson Ang

Account Director William An/Cherry Lan

Director/Production Co.: BigFish

Overall Rating
5/5Vote
Overall Rating
4/5Vote
Overall Rating
4/5Vote
Overall Rating
5/5Vote

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.