Marketing idea is usually a long term and gradual process. The rates of adoption can be very low as well. However, the Azerbaijani cellular network company Nar Mobile figured out how to integrate a social idea in their products and generate wide spread action in the country.
The newly introduced power-sharing bracelet has the simple message: “Donate energy to save a phone, donate blood to save a life“. Users can transfer battery power to each other with the bracelet and the message makes the users feel like they are performing an altruistic action. Both the receiver and the donator of battery power are more likely to engage in further altruistic activities. This is when the second part of the message comes in and encourages them to donate blood.
Nar Mobile successfully increased blood donation rates and contributed to the fight against thalassemia in Azerbaijan. The company framed its message in a creative way to lead a social campaign. More and more companies are joining this movement of marrying profit making actions with social actions and hopefully we will be seeing more results like Nar Mobile’s success.
For more information: http://www.youtube.com/watch?v=8eSkHeTIhS0 and http://www.youtube.com/watch?v=MqJpecL_cK4#t=15 and http://www.adweek.com/adfreak/heres-how-one-bracelet-boosted-entire-countrys-blood-donations-335-158105