AEIOU FOUNDATION DM COMMUNICATION SHUTDOWN by SapientNitro Brisbane

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COMMUNICATION SHUTDOWN

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Australia
Agency SapientNitro Brisbane
Associate Creative Director Ralphie Barnett, Cristian Staal
Executive Creative Director James Burchill, Nancy Hartley
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: AEIOU FOUNDATION
Product/Service: AUTISM AWARENESS
Agency: SAPIENTNITRO
Date of First Appearance: Sep 21 2010
Entrant Company: SAPIENTNITRO, Brisbane, AUSTRALIA
Entry URL: http://www.ourawardentry.com.au/communication_shutdown/direct.html
Executive Creative Director: Nancy Hartley (Sapient Nitro)
Executive Creative Director: James Burchill (Sapient Nitro)
Associate Creative Director: Cristian Staal (Sapient Nitro)
Associate Creative Director: Ralphie Barnett (Sapient Nitro)
Senior Copywriter: Marianne Harvey (Sapient Nitro)
Senior Digital Art Director: Garth Sykes (Sapient Nitro)
National Managing Director: Michael Branagh (Sapient Nitro)
Account Director: Anne-Maree Jenyns (Sapient Nitro)
Account Manager: Bec Kennedy (Sapient Nitro)
Agency Producer: Imogen Dick (Sapient Nitro)
National Strategy Director: Darren McColl (Sapient Nitro)
Digital Strategy: Freddie Laker (Sapient Nitro)
Digital Account Director: Adam Ford (Sapient Nitro)
Senior Digital Producer: Anna Smith (Sapient Nitro)
Website Developer: Dan Treichel (Sapient Nitro)
Website Developer: Jake Pospischil (Sapient Nitro)
Website Developer: Andrew Rovenko (Sapient Nitro)
Website Developer: Horia Traian (Sapient Nitro)
Motion Graphics: Davros Lovett (Studio Breeder)
Motion Graphics: Tim Lovett (Studio Breeder)
Media placement: Website - - - 1 October 2010
Media placement: Social Networks - Facebook & Twitter - - - 21 September 2010
Media placement: Social Network Application - - - 1 October 2010
Media placement: Mobile Website - - - 21 September 2010
Media placement: YouTube Video X 3 - - - 21 September 2010
Media placement: Blog Seeding - Various - 21 September 2010
Media placement: International PR - TV - Various - 1 October 2010
Media placement: International PR - Radio - Various - 1 October 2010
Media placement: International PR - Print & Online - Various - 1 October 2010

Describe the brief/objective of the direct campaign.
Most people don’t know much about autism, but on November 1 we tried to understand it better.
The Target Audience and Strategy
1 in 110 children are diagnosed with autism. The average Facebook user has 130 friends. Through a partnership with autism organisations around the world, we targeted people who already had an understanding of autism.
Then, with the assistance of a global PR campaign and an app, these people spread the word to others through their social networks.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People with autism find social communication a challenge. So we asked people to join the first global shutdown of social networks to rouse empathy and raise funds.

We invented the CHAPP (charity app) which people made a donation to receive. It signalled shutdown on Facebook and Twitter and became a channel to build awareness.

Overall, we used social networks to shutdown social networks and used silence to get people talking.

Explain why the creative execution was relevant to the product or service.
We did not feel right spending donations on advertising media.

So naturally we turned to social media. And because people with autism find social communication a challenge, it was a perfect fit.

By creating a simple idea, we were able to unite autism organisations around the world and join together in a global event to have the maximum impact.

It was people power that drove the success of this campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
It started with a small, not-for-profit group and went global in its first year with partners in over 40 countries. A further 30 partners approached us to be involved next year.

The campaign reached 164 countries and 7,706 cities. With the help of the CHAPP, we directly reached over 6 million people on Facebook and Twitter before it was further shared.

We also created an ongoing property for the global autism community which everyone else could be a part of.