DIRTGLOBE by Grey Budapest for UNICEF (United Nations International Children’s Emergency Fund)

DIRTGLOBE

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Hungary
Agency Grey Budapest
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: UNICEF
Product/Service: HAITI EARTHQUAKE APPEAL
Agency: GREY WORLDWIDE HUNGARY
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: GREY WORLDWIDE HUNGARY, Budapest, HUNGARY
: Gabor Spielmann
: Kálmán Horváth
: Fernando Freitas
: Petra Kocsis
Media placement: Direct Mail - Courier - 01.02.2010

Describe the brief/objective of the direct campaign.
The earthquake in Haiti destroyed the water supply and channel-systems, which lead to undrinkable, dirty water in the country. Unicef was amongst the first to realise the danger of it and transferred tons of fertilizer tablets to make water drinkable. Unicef needed free media space to be able to launch its campaign about the needs in Haiti. We targeted key people at media agencies, television and online.

Explain why the creative execution was relevant to the product or service.
We have physically shown the link between the earthquake and dirty water. As they shook the globe it imitated the earthquake and instead of snow, dirt stirred was stirred up in water (eg snow globe). At the same time the line; Polluted water follows became visible at the bottom explaining the idea and showing the website address

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent to the key people in media a snowglobe which was actually a dirtglobe. They were directed to the website- www.unicef4haiti.com Here the president of Unicef described the situation and asked for free media to launch their Haiti campaign. We included a FW function, so that it can reach decision makers in media directly.

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.
Because of lacking a proper budget, we targeted only key media people, and used their influence and connections to spread the message. The result was free media coverage on the 2 biggest TVchannels(RTLKlub, TV2) the 2 state TV (M1, M2) and the local TVstations plus free online banner media. This finally resulted in donations of more than 90.000.000 HUF(340.000 Euro).