Organ Donation Campaign

The Challenge

Edeleweiss Tokio Life, one of the country’s leading providers of life insurance had collaborated with the Mohan Foundation for creating a unique campaign – Zindagi Unlimited. The mission of Zindagi Unlimited was to collect the maximum number of organ donation pledges in a single day. In India, organ donation is still very misunderstood & thus, doesn’t see many volunteers. Over the years, there have been several campaigns focused on the cause, but Edelweiss Tokio wanted to do the entire campaign on a Digital platform, so as to reach maximum users.

Edelweiss video- Auburn Digital Solutions

The Solutions

Through a multi-platform approach, we drove users to our landing page. Because we had started off with a branding campaign and moved on to a lead generation drive post that, we knew that a good chunk of our audience did not need to be re-told what the objective of the campaign was. Thus, the landing page had very little in the way of communication, apart from the advisories and disclaimers on the front page, but at the same time, the donor form was put up prominently. The whole idea was for the visitor to have a cut-to-cut experience where they can see the ad, visit the landing page and fill the form; all within a matter of minutes.