One Message. Five Channels.
One Behaviour.

Client: DKMS

Behaviour: Different audiences discover causes differently | Media: An integrated ecosystem - OOH+Digital | Friction: Every touchpoint led to the same destination

Campaign Media

Client

01 / 17

One in a Million metro campaign placement

Campaign installation documented on location

One in a Million outdoor campaign display

One in a Million campaign being installed

Finished One in a Million campaign installation

The Problem

Blood stem cell donation suffers from the same challenge everywhere.
People don't reject it.
They simply don't understand it.
DKMS needed a campaign that could build awareness, earn trust, and drive registrations—at scale.

The Behaviour

People discover causes in different ways.
Some trust creators.
Some notice what they see on the street.
Some share emotional stories.
Some need facts before they act.

The Intervention

Instead of relying on a single campaign...
We designed an ecosystem.
Creators built trust.
CGI sparked curiosity.
Tea cups created discovery.
Guerrilla activations made the campaign visible.
A web platform turned attention into action.
Every touchpoint led to the same outcome.

Behaviour Different discovery habits

Media Connected ecosystem

Outcome Donor registrations

Each channel had a distinct job and led to the same destination.

The Friction Removed

No disconnected channels.
No competing messages.
Every interaction felt like the next natural step.
Whether someone discovered the campaign online or on the street...
They arrived at the same destination.

Outcome

80+ CREATORS

27% PEAK INCREASE IN DONOR REGISTRATIONS

34,000 QR SCANS

2,300 DONOR REGISTRATIONS

Why It Worked

01
Existing behaviour
Different audiences discover causes differently
02
Campaign medium
An integrated ecosystem — OOH + digital
03
Friction removed
Every touchpoint led to the same destination

Next Case

The Right Partnerships Are Built. Not Bought.

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a Problem

One Message. Five Channels.One Behaviour.