Amnesty International DM TIRANNYBOOK by Leo Burnett Iberia Madrid

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Apr 1 2010 12:00AM
Entry URL:
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa (Leo Burnett Iberia)
Chief Digital Officer: Alfredo Laguia (Leo Burnett Iberia)
Head of Digital Production: Rodrigo Barona (Leo Burnett Iberia)
Web Developer: Monica Rocha (Leo Burnett Iberia)
Copywriter: Thiago Carvalho (Leo Burnett Iberia)
Art Director: Thiago Arrighi (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Internet - Online - 01/04/2010
Describe the brief/objective of the direct campaign.
Social media has become the fastest way to connect with people around the world. It exponentially leaps from continent to continent with information, creating cultural movements. This was exactly the kind of platform that Amnesty International needed to spread its causes and gather volunteers of all ages and from every country to fight against injustices and for the human rights cause.
Explain why the creative execution was relevant to the product or service.
People have become indifferent with regular advertising, especially when it relates to organisations such as Amnesty International. Nowadays, a regular print ad doesn't just reach this target audience like before. We need to promote the issues in a way that the target will relate, as it is part of his or her daily routine. Thus, Tyrannybook, a social network to reach the masses.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created Tyrannybook. Here you don't meet your friends, but you watch your enemies. A Social network that has the power to spread information and gather people around some of the world's most important causes. The response is instantaneous. And just like any social network, Tyrannybook has shown to have the capacity to adapt, grow, influence people and share information with anyone you want. The outcome is that in this era, we need a marketing idea that is not only effective, but one that is also genuine.People were directed to Tyrannybook through email marketing, word of mouth and PR. Furthermore, each new member of Tyrannybook has the option of inviting friends to be part of it. He or she can spread invites to hundreds with a few clicks.
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.
Tyrannybook has shown to be a perfect tool for direct contact with Amnesty's audience. In it we can tell everyone about future events, ask for donations, signatures for petitions and much more. All of that with quick responses and for a very low cost. Tyrannybook spreads Amnesty's ideals and reach its core audience. It's fast, adaptable, easily accessible and has proven to be not just a tool to achieve Amnesty's goal but an example of how we can keep public and our audience motivated and drive with a single click.