Brave Tree by ACG Advertising Agency for Brave Camp Foundation

Brave Tree

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Industry Charities, Foundations, Volunteers
Media Case study
Market Romania
Agency ACG Advertising Agency
Art Director Orsi Juhasz
Released June 2012

Awards

EACA Care Awards 2013
Non-profit Organisations and Non-governmental Bodies Non-profit Organisations and Non-governmental Bodies Winner

Credits & Description

Advertiser: BRAVE CAMP FOUNDATION
Agency: ACG ADVERTISING AGENCY
Category: Media, Entertainment and Leisure
Head Of Copy: Gergely Horváth (ACG Advertising Agency)
Art Director: Örsi Juhász (ACG Advertising Agency)
Creatice Director: Péter Tihanyi (ACG Advertising Agency)

Campaign Description
Brave Camp provides experience based therapy for children suffering from cancer and chronic disease. It relies on the 1% PITs of the taxpayers in its day-to-day work. 30.000 organizations compete for the same 1% in Hungary. How could we stand out from the crowd of the other foundations, and make taxpayers stand out for our children? Everybody else does it the beggar’s way, building on negative feelings: shock, grief and regret. In the Brave Camp children can gain positive power to fight against their most frightening enemy: their own disease. So we gave the taxpayers a bit of the Brave Camp experience like vitality, victory and fun. To make this happen we took the most exciting challenge of the camp, climbing a 9 meters tall pole the Brave Tree, and made it the core of our campaign. Our TV ad showed one of the little heroes conquering the giant pole and overcoming his own fear. Finally we have presented a supporting event starring a 3D floor painting Brave Tree, and all stand outs appeared on the Facebook site instantly. We managed to increase the number of supporters by 40%.From a budget of 50 000 Euros, we generated 250.000 Euros in donations.We also planted a virtual Brave Tree in a Facebook app, so the friends of the foundation could grow the tree by a virtual 1% stand out by 1% of its original height.

Strategy
We gave the taxpayers a bit of the Brave Camp experience like vitality, victory and fun. To make this happen we took the most exciting challenge of the camp, climbing a 9 meters tall pole the Brave Tree, and made it the core of our campaign. Our TV ad showed one of the little heroes conquering the giant pole and overcoming his own fear. Finally we have presented a supporting event starring a 3D floor painting Brave Tree, TV and print was completed with a strong online presence directing users to the Facebook site of the foundation, where they could experience the feeling of a virtual stand out on an online brave tree by using our FB application. The friends of the foundation could grow the tree by a virtual 1% stand out by 1% of its original height.

Client Brief Or Objective
Our challenge was to differentiate Brave Camp and make it stand out from the others, to focus the attention of highly educated taxpayers with higher income to donate this very foundation.

Effectiveness
Finally we managed to increase the number of supporters by 40%.From a budget of 50 000 Euros, we generated 250.000 Euros in donations.

Relevancy
Brave Camp Foundation helps curing seriously diseased children with a special threrapy: they invite children to their camp, where the are treated like all other healthy ones. Brave Camp is a fabulous place full of adventures a child would dream of. These extreme features can make them feel strong and brave, and by overcoming their fears, they can fight their biggest enemy: their own disease. Thousands of foundations support children either with medicines, medical instruments or with regular medical methods and the most of them are competing for the same 1% PIT of the taxpayers with shocking campaigns.

Execution
Since we knew that most taxpayers like to decide minutes before the deadline of the PIT donations, we supported the very end of the campaign with a live event, the 3D street painting of our brave tree on a popular location of Budapest. People could stand on the tree for a picture, and all stand outs appeared on the Facebook site instantly. We invited several celebrities to the event, that dragged media attention and attracted more people to the event and to the Facebook site of the foundation.