Save The Children DM, Case study DONATE YOUR STAR by El Laboratorio

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DONATE YOUR STAR

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Industry Charities, Foundations, Volunteers
Media Direct marketing, Case study
Market Spain
Agency El Laboratorio
Director Juan Porres
Executive Creative Director Carla Romeu, Jesús Lada
Art Director Irene Labat
Producer Paco Bueno
Account Supervisor Emanuele Manzini
Released April 2013

Credits & Description

Advertiser: SAVE THE CHILDREN
Agency: EL LABORATORIO
Category: Charities
Advertising campaign: DONATE YOUR STAR
Cameraman: Adolpho Cañadas (Canal+)
Online Art Director: Alvaro Pérez d'Ors (El Laboratorio)
Account Manager: Beatriz Arce (El Laboratorio)
Communication Director: Julio Alonso (Save The Children)
Chief Creative Officer: Carlos Holemans (El Laboratorio)
Producer: Paco Bueno (RMP)
Film Editor: Javi Díaz Vega (RMP)
Managing Director: Rafael Silvela (El Laboratorio)
Online Creative Director: José Sánchez-Blanco (El Laboratorio)
Online Projects Manager: Pepe Alamar (El Laboratorio)
Online Account Executive: Cristina Torrecilla (El Laboratorio)
Account Supervisor: Emanuele Manzini (El Laboratorio)
Art Director: Irene Labat (El Laboratorio)
Director: Juan Porres (Canal+)
Executive Creative Director: Carla Roméu (El Laboratorio)
Online Creative Director: Javier Garrido (El Laboratorio)
Executive Creative Director: Jesús Lada (El Laboratorio)
Campaign/Advertising/Events Coordinator: Luis Cobo (Save The Children)
Execution
The strength was to build a campaign on a changing room error. And to get such a high-profile person such as a footballer to participate in the campaign and act as ambassador for the brand. This in turn made it possible to achieve an unprecedented action: that the national team played a match without their world champion stars. As the Spanish team´s world championship star was then axis of the idea we were assured cross-over in the campaign. Such was the impact that we got international coverage.
Outcome
The results were much, much better than expected:- The number of unique donations: An increase of 898% compared to the same period in the previous year.- The total amount of unique donations was increased by 288%, compared to the same period in the previous year.- The number of new members from the website increased by 55% compared to the same period in the previous year.- The total advertising value of the news published and mentions was: €16,641,879 - an important figure considering that the investment by the client for the whole campaign was around €12,000.
Implementation
The creative idea came about from the world champion star that the Spanish national football team won. In Spain 'to have a star' means to be lucky, to have a guardian angel. Due to a changing room error, striker Fernando Llorente played a match without the star on his shirt and we took advantage of this mistake to build the campaign. We took Llorente to India and told the world what he had done with his star: donated it to children who need medical treatment and invited all other Spanish people to do the same. Unique donations increased by 898% compared to the same period in the previous year.
Client Brief Or Objective
Every 4 seconds somewhere in the world a child under the age of 5 dies due to illnesses that are easily preventable or curable with the correct medical help. Save the Children tried to resolve this situation by supporting health workers who give information to families who need help. The strategy of the campaign was to raise awareness, in an emotional way, to the world about the situation and ask people to collaborate economically and also by spreading the message. The target was to get members and increase loyalty in existing ones.