Light For The World DM SET A SIGN AGAINST BLINDNESS by PKP BBDO Vienna

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SET A SIGN AGAINST BLINDNESS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Austria
Agency PKP BBDO Vienna
Creative Director Jörg Schorn
Released March 2012

Credits & Description

Category: Charities
Advertiser: LIGHT FOR THE WORLD
Product/Service: FUND RAISING
Agency: PKP BBDO
Managing Director: Rupert Roniger (Licht Für Die Welt)
Marketing Director: Gabriel Müller (Licht Für Die Welt)
Chief Executive Officer: Alfred Koblinger (PKP BBDO)
Senior Consultant: Jana Wiedemann (PKP BBDO)
Creative Director: Jörg Schorn (PKP BBDO)
Project Manager: Rainer Friedl (Diamond Dogs)
Media placement: Billboards - Austria - June 2011
Media placement: TVC - ORF - June 2011
Media placement: Freecards - Austria - June 2011
Media placement: Online Platform - Online - June 2011
Media placement: Megaboard / Event - St. Stephen's Cathedral - 13 October 2011
Media placement: Final Auction - National Museum - 5 March 2012

Describe the brief/objective of the direct campaign.
'Light for the world' (LFTW) is, an Austrian NGO which was founded in 1997 in order to help blind Africans to regain their eyesight through a simple surgery worth as little as €30.
While awareness of the brand and donations are increasing over the years, engagement with the brand and broader emotional awareness was the goal for 2011 - and by that widening the base of donors and increasing donations by 5%.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
'Set a sign against blindness' is the invitation of LFTW to engage actively with the brand. The symbol for visually impaired people – 3 black dots on a yellow ground – familiar to everyone in Austria should be re-interpretated positively by adding individual drawings.
Famous artists, sportsmen and VIPs were invited with a small video in advance, to help gaining publicity for the cause by drawing their signs.

Explain why the creative execution was relevant to the product or service.
The activation was launched via billboards, print- and online ads and TVCs (showing how easy it was to change the 3 dots to a smiley, as easy as helping a blind person to regain eyesight with only €30).
The pivotal point was the digital platform www.blindenzeichen.at, where everyone could create his/her individual drawing and upload it into a gallery.
All individual signs have been put together to create the biggest symbol for visually impaired people worlwide, revealed on Oct 13 (worldwide eyesight day) on the Tower of the Cathedral. The gigantic vinyl-canvas was then cut and used for shoulder bags that were then sold.

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.
Awareness for LFTW raised by more than 30%. Over 7,000 individual signs are now to be admired at www.blindenzeichen.at. Signs from famous Austrian celebrities, sports champions, the Austrians government and even the President of the Republic.
Revealing the gigantic sign at St Stephen's Cathedral caused broad media coverage.
150 signs of famous personalities were exposed during a gala with high TV & media coverage and auctioned there.
The most important result: the generated donation increased by 9% vs 2010.
The whole campaign from strategy to execution, from media to PR was completely beneficial. 100% of the donations were given to LFTW. Over 41,000 people were given back their eyesight.