Domund Ambient Minimarket by McCann Worldgroup Lima

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Minimarket

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Industry Public awareness
Media Ambient
Market Peru
Agency McCann Worldgroup Lima
Art Director Jose Luis Beltran
Producer Jacky Salhuana
Released May 2013

Credits & Description

Advertiser: DOMUND
Agency: McCANN LIMA
Category: Charities
Art Director: Luis Beltran (McCann Lima)
Producer: Jacky Salhuana (McCann Lima)
General Creative Director: Mauricio Fernandez-Maldonado (McCann Lima)
General Creative Director: Nicolas Romano (McCann Lima)
Head Of Art: Giovanni Macco (McCann Lima)

Implementation
In convenience stores around Lima, we placed DOMUND cans on every cash register. Also, we took over shelves with milk cans and glued them to the shelves, so when people tried to take them, they wouldn’t be able to. Instead, they’ll find a message that should move them. This way, we created impact among the ones involved, raising awareness about the conditions experienced by many children in the country. It was the right message at the right time and place.

Outcome
This activation helped us gather, in just one convenience store and in only three hours, 0.9% of what DOMUND usually gathers during the two days that the annual collection lasts in the city of Lima. Because of it and its following communication, the public collection of 2012 increased in 14% compared to 2011, being a historical record in Peru. Finally, DOMUND was able to feed 1’335,726 children, contributing in a decrease of 10% in child malnutrition in the country according to the results of the latest Demographic and Health Survey (ENDES – UNICEF 2012).

Execution
We achieved to create a real experience, and made people feel part of the situation that many others in our country have to go through every day. All this was accomplished through a very simple idea.

Client Brief Or Objective
More and more charities seeking to raise funds through public collections appear in Peru each year. This not only results in a more competitive market for donations, but also makes people insensitive and distant towards the ones in need and the messages most of these institutions try to give. This is why DOMUND, a charity with more than 50 years operating in Peru, asked us to figure a different way to bring the message closer to people, raise consciousness and generate higher levels of response. To achieve this, we had to create a unique experience to make people in Lima feel what thousands of Peruvians in extreme poverty feel every day.