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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Executive Creative Director Patrik Partl
Art Director Marko Malle
Copywriter Marco Prokopetz
Released June 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: MIRNO MORE
Product/Service: MOBILE CHARITY
Date of First Appearance: Jun 8 2009 12:00AM
Account Management: Mariella Pegler (Draftfcb Partners)
Executive Creative Director: Patrik Partl (Draftfcb Partners)
Art Director: Marko Malle (Draftfcb Partners)
Concept: Niki Peterson (Draftfcb Partners)
Graphic Design: Magdalena Ortlieb (Draftfcb Partners)
Graphic Design: Christoph Engelmayer (Draftfcb Partners)
Copywriter: Marco Prokopetz (Draftfcb Partners)
Production: (Platogo)
Production: (Dimoco)
Media placement: Mobile Charity - Online - June 2009

Describe the brief/objective of the direct campaign.
Today, appeals for donations are a dime a dozen and it gets continuously tougher to grab people's attention. That is exactly why we opted for a different approach for the mirno more charity project to generate donations. The mirno more Friedensflotte (peace fleet) is Europe's biggest socio-pedagogical sailing project and enables disadvantaged children to spend a wonderful week on the Adriatic Sea in over 100 boats. Accompanied by a team of pedagogues, they learn the values of tolerance, make new friends and forget about the worries everyday life holds for them.

Explain why the creative execution was relevant to the product or service.
Without donations the Friedensflotte stands still. We dramatized this fact by making the donors enablers and giving them the chance to witness how their efforts put the Friedensflotte in motion.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Under the motto; Be the wind in our sails, donors were able to start the sailing boats on www.friedensflotte.at in real time by blowing into their cell phones – at the same time a donation amount was evaluated based on the length and strength of the blowing. Through this unique mechanic we staged the donation process itself in an entertaining way and let the donor become the central element of our campaign. The campaign was supported by TV and radio spots, online and press. Media Coverage of the campaign and of celebrity donations, online banner, TV and radio commercials promoting the website. Call to action through the stated media channels and directly on the website.

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.
Next to media coverage and many donations by celebrities, we managed to generate 2,000 visits on our website in the launch phase of our campaign and a 70% increase of the monthly visits. During the period of our campaign more than 200,000 EUR were donated. As a result over 1,000 children were able to participate in this year’s project. The children were equipped with free Blackberry Smartphones and posted their experiences on a blog on our website, which managed to generate 1,500 visits a week even in the following months.