Bischoefliches Hilfswerk Misereor DM THE BEST FIREWORKS by Kolle Rebbe Hamburg

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Copywriter Sabine Kuckuck, Susanne Pakravesh, Max Wort
Account Supervisor Guido Block
Released December 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: CHARITY
Executive Creation Direction: Sascha Hanke (Kolle Rebbe)
Creative Direction: Matthias Erb (Kolle Rebbe)
Creative Direction: Jens Theil (Kolle Rebbe)
Art Direction: Christian Heins (Kolle Rebbe)
Copywriter: Max Wort (Kolle Rebbe)
Copywriter: Susanne Pakravesh (Kolle Rebbe)
Copywriter: Sabine Kuckuck (Kolle Rebbe)
Design: Matthias Erb (Kolle Rebbe)
Illustration: Elisabeth Hanke (Kolle Rebbe)
Account Supervisor: Guido Block (Kolle Rebbe)
Account Manager: Jessica Gustafsson (Kolle Rebbe)
Sound Design: Robert Jaehnert (Kolle Rebbe)
Programming: Banjamin Munzel (Kolle Rebbe)
Interactive Development: Fabian Jakobs (19 Finger)
Media placement: App - App Store - 22 December 2011

Describe the brief/objective of the direct campaign.
Every year on New Year’s Eve, over €100m are lavishly launched into the night skies. Without wanting to be a spoilsport, Misereor wondered how they could motivate people to donate a portion of that money to humanitarian causes. A particular target was young people who love all the bangs and crashes, but have previously thought very little, or nothing, about donating money to charity. Seeing as the idea of a bank transfer slip is relatively obsolete for that generation, the objective became to develop a more direct and easier way of making a charitable contribution.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Just in time for New Year 2011, Misereor launched ‘The Best Fireworks’ – a free app that allowed you, for a donation, to buy virtual fireworks through the power of inviting friends via social media websites and press releases. From a small offering to a large contribution – there was something for every budget. Once the rocket was purchased, it could be fired into the sky via Augmented Reality. There was one new and important feature to the app that helped to spread the word about this easy and entertaining form of charity: using the record function, it was possible to film your rocket’s flight and share it on YouTube, Facebook and Twitter. By these means, the app reached thousands of people, and generated a great number of donations in In-App Purchases.

Explain why the creative execution was relevant to the product or service.
Misereor has been helping the poorest of the poor in Africa, Asia and Latin America since 1958. Under the motto ‘The Courage to Act’, the organisation provides aid for people of every colour, creed and culture. ‘The Best Fireworks’ was an impressive demonstration of Misereor’s courage to act: donating to a good cause had never been so direct – and so much fun.

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.
As a hugely innovative means of generating charitable donations, ‘The Best Fireworks’ encouraged a large number of young people to give money to a good cause for the first time in their lives. With over 1,000 downloads in the first week alone, the app immediately charted in the iTunes Store Top 25. The app was featured by Apple, and caused quite a sensation on Facebook and in numerous blogs. The virtual fireworks were a real box-office hit. Even the more expensive rockets such as ‘Glimmer of Hope’ (€49.99) and ‘The One’ (€99.99) were a big success.