Defibrillator App

For many years The Tryg Foundation has worked with the Danish people’s ability, willingness and opportunity to intervene in the event of a cardiac arrest. It takes knowledge, confidence and an infrastructure of available defibrillators. The Tryg Foundation has established a network of defibrillators, so that the Danish people along with the emergency response services can act quickly and in collaboration when a 9-1-1 call comes in. The Defibrillator App gives direction to the nearest defibrillator – no matter where in Denmark you find yourself.

A 2023 survey, however, showed that only half of the Danes know where the nearest defibrillator is in relation to their home, while only 38% know where it was in relation to their work. This made the app the focal point of a campaign with the aim to promote the app and build awareness of the importance of defibrillators.

To create emotional awareness around the need for precise direction to the nearest defibrillator, we played with the idea of what might happen if you did indeed need a defibrillator and had to rely solely on other people for directions.

We created three films featuring friendly people giving quite lengthy and confusing directions in a humorous way. The creative idea was also executed in context-relevant out of home media with messaging tailormade for the specific placements. On social media and mobile digital banners, we geo-segmented for the large Danish cities to increase relevance.

The campaign's humorous delivery of a serious but also complex message went down well with the target audience. 75% state that it is easier to download the app than to rely on someone to give directions to the nearest defibrillator.

In addition, 56% say that they feel like downloading the app, which the Danes actually did in a big way during the campaign periods and we succeeded to that extent in getting into the pockets of more Danes than ever before with:

• +72,000 downloads across the campaign period (index 278 compared to SPLY).
• +100,000 first-time users in the app across the campaign period (index 419 compared to SPLY and index 179 compared to the period before).
• +373,000 visitors to the Hjertestarter app (index 445 compared to SPLY and index 141 compared to the previous period).
• 41% exhibit the desired behavior ie. that they will resort to the defibrillator app or website - or indicate that they have already found out about the nearest defibrillator, which is an increase of 64% compared to the baseline measurement.
• 70% say that the advertisement makes them think about where the defibrillators are.