ONE WALK by McCann Erickson Hong Kong for One Foundation

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ONE WALK

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Executive Creative Director Nick Lim, Spencer Wong
Creative Director Philip Lee
Art Director James O, Yiu Hoi San, Kevin Tsang
Copywriter James Reeves, April Fang
Designer Oggy Cheng, James O, Snowman Tsang, Aprile He, Alex Li
Photographer Martin Tong
Editor Paul Swee
Released March 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ONE FOUNDATION
Product/Service: SICHUAN EARTHQUAKE INITIATIVE
Agency: McCANN WORLDGROUP
Date of First Appearance: Mar 12 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Hong Kong, HONG KONG
Entry URL: http://210.177.131.41/awardentry/?onefoundation.onewalk.direct.cannes
Executive Creative Director: Spencer Wong, Nick Lim (McCann Worldgroup (Hong Kong))
Creative Director: Philip Lee (McCann Worldgroup (Hong Kong))
Creative Director: Kevin Tsang (Rice 5)
Art Director: Hoi Yiu, Oggy Cheng, James O (McCann Worldgroup (Hong Kong))
Art Director: Kevin Tsang (Rice 5)
Designer: Oggy Cheng, James O (McCann Worldgroup (Hong Kong))
Designer: Snowman Tsang, Aprile He, Alex Li (Rice 5)
Application Programmer: Eddie Lo, Benny Pang (Rice 5)
Copywriter: April Fang, James Reeves (McCann Worldgroup (Hong Kong))
Animation: Snowman Tsang, April He, Alexi Li (Rice 5)
Multimedia Programmer: Rex Chang (Rice 5)
System Design: Eddie Lo (Rice 5)
Photographer: Martin Tong
Editor: Paul Swee (Studio 13)
Customer Service: Yen Lee, Clint Tsui, Jordan Cheung (McCann Worldgroup (Hong Kong))
Customer Service: Gobbie Wong (Rice 5)
Media placement: Messaging Tool - Internet/Website/Viral - March 12, 2009
Media placement: Online Auction - Internet/Website/Viral - March 12, 2009
Media placement: Event - Event - March 12, 2009
Media placement: Website - Website - March 12, 2009

Describe the brief/objective of the direct campaign.
Jet Li One Foundation held a charity walk one year after the Sichuan earthquake. Our task was to promote the walk in the most cost effective and engaging way. We wanted to provide a way to participate for those who could not join the walk physically. Obviously the cause for Sichuan's victims is targeted at everyone. But One Foundation put the emphasis on the young. It is the foundation's long term goal to plant the idea of philanthropy in youths in China

Explain why the creative execution was relevant to the product or service.
It is often the case for a charity cause to go for a serious approach. But Let Li One Foundation took the other path and used a refreshing fun way to promote the walk. We also used a media that is relevant to our core target. It is mostly an on-line campaign yet everything felt very human and warm. It was all about connecting individuals for a common goal. That met with the One Foundation philosophy: if each one of us can join together, we can become one big family.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created different innovative and fun ways to walk virtually: Sharing a pair of shoes with celebrities who were walking in Sichuan. Fingers walking on mobile phone keypads till they meet the celebrities along the way. Having Jet Li as your personal messanger. shooting a walking character to create the longest ever walking animation... etc. We tried to do it in a non traditional way. We used the message tool in our website to send to our targets through emails, which led them to our site, and in turn they would use this tool to reach to their friends, sending them personal messages. Again this message would bring their friends to our site. We also had traditional web banners to support.

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.
Our fun approach was a hit. And so was the site. 500,000 visitors in the first 2 weeks. 65,000 messages sent. The event received coverage from every kind of media channel in the country.