DONATE YOUR WEBSITE by Ogilvy Sao Paulo for Graacc

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Industry Against Cancer
Media Direct marketing
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Michel Lent
Art Director Heloisa Dassie, Lucas Osis, Luiz Gimenes
Copywriter Flavio Tamashiro
Illustrator Mario D’Andrea | Roberto Fernandez | Angela Bassichetti
Released April 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: GRAACC
Date of First Appearance: Apr 8 2010 12:00AM
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL:
Chief Creative Director: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Michel Lent (Ogilvy Brasil)
Creative Director: Angela Bassichetti (Ogilvy Brasil)
Copywriter: Flavio Tamashiro (Ogilvy Brasil)
Art Director: Heloisa Dassie (Ogilvy Brasil)
Art Director: Luiz Gimenes (Ogilvy Brasil)
Art Director: Lucas Osis (Ogilvy Brasil)
Illustrator: Angela Bassichetti (Ogilvy Brasil)
Planning Director: Stanlei Bellan (Ogilvy Brasil)
Account: Ana Mahfuz (Ogilvy Brasil)
Motion Designer Supervisor: Rubens Angelo (Ogilvy Brasil)
Motion Designer: Eliana Dib (Ogilvy Brasil)
Motion Designer: Thiago Bancaro (Ogilvy Brasil)
Project Manager: Carolina Coelho (Ogilvy Brasil)
IT Development Supervisor: Juscelino Vieira (Ogilvy Brasil)
Front-End Developer: Felipe Rodrigues (Ogilvy Brasil)
Back-End Developer: Tulio Carvalho (Ogilvy Brasil)
Voice Over: Zachary Lee (Zachary Lee)
Audio: Bamba Music (Bamba Music)
Media Agency: Boo-Box (Boo-Box)
Media placement: Web Campaign - Many Websites URL And Social Media (Twetter, Blogs) - 8 April 2010

Describe the brief/objective of the direct campaign.
GRAACC is a hospital that offers free treatment to children and adolescents with cancer. And in order to continue its work, GRAACC needs to raise donations each month. But how to disseminate this work and stimulate habitual and new donors to contribute? By increasing visits to GRAACC website: this way, more people can learn about the institution and donate.

Explain why the creative execution was relevant to the product or service.
People are used to donating clothes, food, toys and money. But this time they received an uncommon request: the donation of their websites. On April 8th, those that access the donated websites and blogs URL were redirected to Surprised, visitors learned more about the campaign and were just one click away from donating US$ 5.00 or more.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
GRAACC invited people and companies to join the Donate Your Website campaign. The donation consisted of redirecting all visitors from the donated website to At GRAACC website, user learned more about the campaign and were invited to contribute to the work of the organization. Over 400 websites and blogs were donated to GRAACC. The campaign increased the visits to GRAACC website and generated buzz: many posts on blogs and Twitter helped to spread the 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.
Donate Your Website campaign reached its goals with a very low cost: ZERO. Results: - Over 400 websites and blogs were donated to GRAACC; - 185.000 visits during one single day to the GRAACC website (daily average of 3.500 visits); - Value collected increased 78% over the monthly average; - Increase of 20% in the number of providing members; - Alone, this initiative guarantees donations until the end of the year equivalent to 40% of the total collected in 2009.