Most blood donation campaigns tell you why you should donate. Audi Denmark decided to tell you where to turn.
For Powered by Detour, Audi and creative agency Twenty have transformed billboards, bus shelters and digital screens into location-specific directions to nearby blood donation centers. One execution simply tells drivers: “Turn right in 200m and save a life.”
The Media Placement Is The Idea
The campaign is running across Copenhagen, Aarhus, Odense, Aalborg, Kolding, Slagelse and Køge, with every message adapted to the blood bank closest to that specific advertising location.
Instead of a generic call to donate, the billboard tells people that the opportunity to do something is literally just around the corner.
That solves a surprisingly practical barrier. Denmark already has around 170,000 voluntary blood donors, but needs approximately 30,000 new donors every year to maintain supply. According to Bloddonorerne Danmark, many people simply do not know where their nearest blood bank is.
Audi turns that friction into the creative idea.
A car brand understands routes. The audience is already moving. The billboard knows where the nearest destination is.
All that is left is the detour.
From Awareness To Direction
There is also something refreshingly literal about the brand fit.
Audi is not attaching itself to blood donation because it wants to look caring. Its role in the campaign comes directly from what an automotive brand already does: helping people move from one place to another.
As Audi Denmark puts it, if the normal journey is from A to C, this campaign simply makes B the blood bank.
It also makes the outdoor media useful.
That is becoming an increasingly interesting territory for OOH. Carlsberg turned posters into football goals. McDonald’s used real pedestrian shortcuts as advertising. Here, Audi turns the billboard into navigation.
The medium stops being something you passively look at and starts helping you do something.
For a campaign about blood donation, that distinction is particularly important. Awareness is easy. Action requires someone to physically show up.
Audi does not ask people to care more.
It tells them where to turn.
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