African Angel Ambient WITH IMMEDIATE EFFECT by Ogilvy & Mather Duesseldorf

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WITH IMMEDIATE EFFECT

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Ambient
Market Germany
Agency Ogilvy & Mather Duesseldorf
Executive Creative Director Martin Seele
Art Director Simon Goebel, Tobias Von Aesch
Copywriter Nadja Franke
Photographer Robert Eikelpoth
Released December 2012

Awards

Kinsale Shark Advertising Festival 2012
AMBIENT FREE SPACE SILVER
AMBIENT SPECIAL BUILD BRONZE

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: AFRICAN ANGEL
Product/Service: CHILDREN'S CHARITY
Agency: OGILVYACTION
Executive Creative Director: Martin Seele (OgilvyAction)
Art Director: Tobias von Aesch (OgilvyAction)
Art Director: Simon Goebel (OgilvyAction)
Senior Copywriter: Mike Dawe (OgilvyAction)
Copywriter: Nadja Franke (OgilvyAction)
Junior Account Manager: Jennifer Parry (OgilvyAction)
Art Buyer: Carol Redfield (OgilvyAction)
Image Retouching: Zerone (Zerone)
Photographer: Robert Eikelpoth (Robert Eikelpoth)
Production: Trizz TV (Trizz TV)
Post-Production: Trizz TV (Trizz TV)
Head Of Project Management: Hanna von Schultz (OgilvyAction)
Submissions: Toma Soare (OgilvyAction)
Media placement: Innovative Poster - World Children's Day, 2011, Düsseldorf - 18.09.2011

Describe the brief/objective of the direct campaign.
African Angel is a charity that gives children in Africa the opportunity for a better education. Our task was to raise awareness of their cause, as well as donations from both current givers and non-givers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At World Children’s Day in Düsseldorf, the first interactive, scratchcard billboard was unveiled.
This innovative donation technique allowed givers to see the good their donation would do instantly, by scratching away an image depicting a poor environment with no future, to reveal a more positive scenario. The user then donated the coin used to scratch away the picture.
The smartphone app utilised the same technique, so people around the world could have an identical donating experience, allowing the promotion to go global.
We hoped to raise awareness of the charity, gather donations and drive people to the website.

Explain why the creative execution was relevant to the product or service.
2 of the main barriers people encounter when donating money is that they don’t see where their money is going and that it isn’t very fun. The scratchcard billboard changed all this, as people using it saw the benefit their donation would have immediately, as well as having a fun, interactive experience.
The intriguing billboard attracted people’s attention and donations; once they were interacting with the media, we could specifically target those who were most interested in finding out more about African Angel. These people were handed a leaflet containing more information about the charity and the website address.

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.
The billboard attracted interest from everyone at World Children’s Day, with 100% of participants donating. The smartphone app sent the idea worldwide gaining global donations amounting to over €9900, which has already allowed us to build 1 new classroom.
Visits to the African Angel homepage increasing by over 70%, building awareness of the charity and the work they do.