ADVERTISING CONFESSION by Publicis Sp. Zo.o. Warsaw for UNICEF (United Nations International Children’s Emergency Fund)

ADVERTISING CONFESSION

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Poland
Agency Publicis Sp. Zo.o. Warsaw
Creative Director Bartek Rams
Art Director Magdalena Drozdowska
Copywriter Mateusz Ksiazek
Illustrator Lukasz Mieszkowski
Released December 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: UNICEF/PUBLICIS
Product/Service: NEW YEAR CARD PROMOTION
Agency: PUBLICIS
Date of First Appearance: Dec 23 2009 12:00AM
Entrant Company: PUBLICIS, Warsaw, POLAND
Entry URL: http://www.unicef.4w1.pl/en
Creative Director: Bartek Rams (Publicis Warszawa)
Art Director: Magdalena Drozdowska (Publicis Warszawa)
Copywriter: Mateusz Ksiazek (Publicis Warszawa)
Group Account Director: Juliusz Baliszewski (Publicis Warszawa)
Programming/Production: (Publicis Modem)
Illustrator: Lukasz Mieszkowski
Media placement: Web Campaign - E-Mail, Agency Web Site, Social Media, Advertising Sites And Blogs - 23 December 2009

Describe the brief/objective of the direct campaign.
We wanted to create a New Year card that people in the advertising industry would talk about.

Explain why the creative execution was relevant to the product or service.
Nobody is perfect. Especially people working in the advertising industry. We wanted them to make up for their sins. We created a sin calculator that showed and summed up typical advertising wrong-doings. The sins and prices were classified according to the department the sinner was working at. They were appropriate, insightful and funny. People could easily say 'yes I did it' while reading the sins. After such confession it was even hard not to donate money.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a sin calculator that changed advertising sins into funds that helped undernourished children on Sri Lanka. How come? We created a website on which people working in the advertising industry could find and select sins they committed in 2009. Sins were typical advertising wrong-doings, based on observations and insights. Each sin had its price. After selecting sins the user saw the amount needed to redeem and was redirected to the electronic payment site. The amount was automatically stated on the transfer. After making a donation the sinner received a Clear Conscience Certificate with his name printed on.

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.
The New Year Card spread instantly through email, Twitter, Facebook. It was commented on all major advertising sites and blogs. It reached the radio. People in the industry still recall some of the sins in conversations. Thousands of people visited the calculator. On top of that, we managed to transmute advertising sins into something good. The donated money helped to feed hundreds of children on Sri Lanka.