Ywca Case study COFFEE CART by DDB Auckland

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COFFEE CART

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Industry Charities, Foundations, Volunteers
Media Case study
Market New Zealand
Agency DDB Auckland
Executive Creative Director Andy Fackrell
Creative Director Steve Kane
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Use of Experiential Marketing in a Promotional Campaign Silver

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: YWCA AUCKLAND
Product/Service: CHARITY
Agency: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Executive Creative Director: Andy Fackrell (DDB Group New Zealand)
Creative Director: Steve Kane (DDB Group New Zealand)
Copywriter/Art Director: Jonathan Mcmahon (DDB Group New Zealand)
Copywriter/Art Director: Lisa Fedyszyn (DDB Group New Zealand)
Copywriter/Art Director: Toby Morris (DDB Group New Zealand)
Copywriter/Art Director: Simone Louis (DDB Group New Zealand)
Describe the brief from the client
On average, women in New Zealand are paid 10% less, for doing the same job as men. To promote equality and put a stop to this blatant sexism, YWCA Auckland decided that men should be charged 10% more than women.
This was to highlight the absurdity of two genders being treated differently when it comes to money, as well as to cause debate, and encourage New Zealanders to go online to show their support for the Pay Equality Bill.

Promotion Development

We charged men 10% more in the real world, starting with a coffee cart set up out the front of Parliament House. The stunt was designed to create controversy and get the politicians, media and public talking, and awaken this sleeping giant of an issue that has plagued women in New Zealand for decades. And most importantly drive people to www.demandequalpay.org.nz to support the Pay Equality Bill.


Results

The Promo not only raised awareness of the issue, but it received national and international awareness earning media coverage valued at over $800,000 (broadcast TV, news, radio, press, editorial, PR, social media). It had a phenomenal return on investment earning $200 for every $1 spent.
Launch month of the campaign saw visitors to the site increase by 9,000%, and donations increased by 22% compared to the previous month.
But, most importantly, we gathered the support we required from both men and women in support of the Pay Equality Bill. Which has now been put forward to Parliament to become an act.


Relevancy to Product/Service

Worldwide, YWCA’s mantra is ‘Empowering Women’, so it makes sense that they would be champions of the pay equality cause. And because women in New Zealand are paid 10% percent less than men, we decided that men should pay 10% more. This is indeed fighting absurdity with absurdity, but it’s all about creating a conversation and driving people to support the Pay Equality Bill.