Aids Awarness: "THE LOVE PROJECT" Direct marketing by BBDO New York

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: STARBUCKS & (RED)
Product/Service: AIDS AWARENESS
Agency: BBDO NEW YORK
Date of First Appearance: Nov 17 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Entry URL: http://www.starbucksloveproject.com/#/main/
Chief Creative Officer: David Lubars (Bbdo New York)
Group Creative Directors: David Carter/Linda Honan (Bbdo New York)
Interactive Creative Director: Arturo Aranda (Bbdo New York)
Art Director: Alex Shulhafer (Bbdo New York)
Copywriter: Kara Goodrich (Bbdo New York)
Interactive Copywriter: Kim Mok (Bbdo New York)
Designers: Rob Seale/Steven Lao (Bbdo New York)
Director Of Integrated Production: Brian Dilorenzo (Bbdo New York)
Director Of Music/Radio Production: Rani Vaz (Bbdo New York)
Head Of Interactive Production: Andy Bhatt (Bbdo New York)
Executive Interactive Producer: Sumeera Rasul (Bbdo New York)
Agency Producer: Jesse Brihn (Bbdo New York)
Content Producer: Nicholas Gaul (Bbdo New York)
Print Producer: Kim Witczak (Bbdo New York)
Production Company: (Gorgeous Enterprises)
Director: Chris Palmer (Gorgeous Enterprises)
Digital Production Company: (Tool Of North America)
Interactive Director: Aaron Koblin (Tool Of North America)
Music Producer: Graeme Revell (Search Party Music)
Editor: Paul Watts (The Quarry)
Media placement: Love CD - In-Store - 17 November 2009
Media placement: Starbucks Love TV Invite Spark - TV - 4 December 2009
Media placement: Starbucks Love Project Live Event - Online - 7 December 2009
Media placement: Website - Online - 17 November 2009
Media placement: Starbucks Love Project Music Video - Online - 15 December 2009

Describe the brief/objective of the direct campaign.
Starbucks is about more than just coffee. It is in the company’s DNA for the coffee and Starbucks itself to play a role in the community. Because of this, we wanted to help Starbucks break through all of the typically meaningless and shallow holiday marketing with an idea that would resonate with consumers on a deeper level and effect positive change. We achieved this by creating something consumers could pass on to friends and family that would actually make a difference: an entertaining and powerful campaign that raised awareness and donations for the Global Fund to Fight AIDS in Africa.

Explain why the creative execution was relevant to the product or service.
The LOVE project successfully capitalized on the naturally charitable mood of the holiday season, through the creation of an entertaining event, and demonstrated Starbucks’ worldwide reach to raise awareness and donations for the Global Fund to help fight AIDS in Africa.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A CD with exclusive tracks from (RED)™ artists introduced the musical and charitable theme of the project. The CD, along with a :60 television spot, invited people to participate in the upcoming historical event. On December 7th, musicians in 156 countries sang “All You Need Is Love” at exactly the same time. The performances were streamed onto screens at an event and broadcast live at www.StarbucksLoveProject.com. We created a video featuring all the performances and posted it to www.StarbucksLoveProject.com and YouTube. We invited users to sing the song and create their own Love drawing with each submission contributing to the Global Fund.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This project, along with our overall Holiday promotion, helped generate enough money to buy more than seven million daily doses of medicine for people living with HIV in Africa. The event set a new Guinness World Records™ record for “Most Nations in an Online Sing-along.” The music video topped the Top 20 Viral Videos and has more than one million YouTube views. Average time spent on the site on December 7th was 5 minutes, 49 seconds. So far, total site visits are over one million, more than 19,000 Love drawings have been submitted, and people from 99 countries have submitted videos.