ING Case study Take them to school by OgilvyOne Madrid

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Take them to school

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Industry Banking & Financial Services, Yellow Pages & Directories
Media Case study
Market Spain
Agency OgilvyOne Madrid
Executive Creative Director Jesús Rasines
Creative Director Diego Gonzalez
Art Director Debora Martín, David Botella
Producer Javier A.g. Sanchez
Released June 2011


Caples Awards 2012
Digital Campaign Microsite Gold
Campaigns Interactive campaign Gold

Credits & Description

Category: Best Use of Mobile Devices
Product/Service: ING DIRECT
Executive Creative Director: Jesús Rasines (Ogilvy Spain OgilvyOne)
Creative Director: Diego Gonzalez (Ogilvy Spain OgilvyOne)
Art Director: Debora Martín (Ogilvy Spain OgilvyOne)
Art Director: David Botella (Ogilvy Spain OgilvyOne)
Writer: Sonia De Pedro (Ogilvy Spain OgilvyOne)
Writer: Maricarmen Blanco (Ogilvy Spain OgilvyOne)
Producer: Javier Sanchez (Ogilvy Spain OgilvyOne)
Programmer: Carlos Giralt (Ogilvy Spain OgilvyOne)
Audiovisual: Lissette Mireles (Ogilvy Spain OgilvyOne)
Media placement: Internet - Internet - December 2011
Media placement: Mobile - Mobile - December 2011
Media placement: Direct Marketing - Direct Marketing - December 2011

Insights, Strategy & the Idea
Llévalos a la escuela (Take Them to School) is a charity campaign that begins on a website and ends on your mobile.

All the children in the world who are unable to go to school are represented on the website So, school is exactly where you are going to be able to put them.

How? It’s easy: you just have to make a small donation to download the school on your mobile and then hold it over the website. Then the magic will happen: one of those children comes out of the website and onto your mobile in order to go to school.

Creative Execution
It works in an amazing, yet simple, way. Download the school on your mobile by installing an application from the App Store or Android Market (the €0.79 from your download will be your donation).

Once you have done this, open the application with the school and hold it over the website. That is when you will be able to see a child leave the website and go onto your phone in order to go to school.

Results and Effectiveness
- The action received more than 250,000 visits.
- It was in the top ten downloads in Android Market for two weeks and the App Store for one.
- So far, over €305,000 has been raised for UNICEF (including direct donations).