UNICEF (United Nations International Children’s Emergency Fund) DM HAPPY BIRTHDAY DOWNLOAD FOR CHILDREN by Hakuhodo Tokyo


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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Executive Creative Director Hironobu Yoshida
Creative Director Shohei Hashimoto, Hideaki Ohki, Naomi Yamashita
Art Director Junpei Fujita
Copywriter Takahiro Hosoda Tbwa\hakuhodo
Producer Takehiro Ikuta, Kohei Suetani, Masanori Suganuma, Atsuki Yukawa
Account Supervisor Shunsuke Ishii, Yasushi Kohara, Yuichi Matsumoto, Keiko Nakamura, Takeshi Maruyama
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Oct 20 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://award.i-studio.co.jp/2010_unicef/info.html
Executive Creative Director: Hironobu Yoshida (Hakuhodo Inc.)
Creative Director: Hideaki Ohki (Hakuhodo Inc.)
Creative Director: Shohei Hashimoto (Hakuhodo Inc.)
Creative Director: Naomi Yamashita (Hakuhodo Inc.)
Copywriter: Takahiro Hosoda (Hakuhodo Inc.)
Art Director: Junpei Fujita (Hakuhodo Inc.)
Pr Director: Naoto Yoshida (Hakuhodo Inc.)
Pr Director: Ryunosuke Goto (Hakuhodo Inc.)
Account Supervisor: Shunsuke Ishii (Hakuhodo Inc.)
Account Supervisor: Yasushi Kohara (Hakuhodo Inc.)
Account Supervisor: Yuichi Matsumoto (Hakuhodo Dy Media Partners Inc.)
Account Supervisor: Keiko Nakamura (Hakuhodo Dy Media Partners Inc.)
Account Supervisor: Takeshi Maruyama (Hakuhodo Dy Media Partners Inc.)
Producer: Atsuki Yukawa (Rock/Roll Japan)
Producer: Takehiro Ikuta (Rock/Roll Japan)
Producer: Kohei Suetani (Tow Co./Ltd.)
Producer: Masanori Suganuma (Tow Co./Ltd.)
Media placement: Flyer - Flying Postman Press - 20 October 2009
Media placement: Radio - J-WAVE - 1 November 2009
Media placement: Magazine - TV Guide - 1 November 2009

Describe the brief/objective of the direct campaign.
One of the Millennium Development Goals by the United Nations aimed to reduce child mortality rate by 2/3. We learned that there wasn't enough funding to achieve this goal. This project was created to save the estimated 6 million children who cannot even reach their 1st birthday with the power of one song.

Explain why the creative execution was relevant to the product or service.
The Japanese Committee for UNCIEF has been trying to attract interest and participation from a younger demographic. They are known for being indifferent towards charities, and traditional newspaper ads were not working for them. This project utilized their standard use of mobile phones to download music and offered a new service to celebrate birthdays. The pricing was specifically set as the same as other songs. By allowing all the proceeds to go to UNICEF, they are made aware of their contribution regardless of their original intentions. Through their interest in music, they participated in charity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People all over the world celebrate different birthdays every single day. So every day, we had different artist/celebrity sing their version of Happy Birthday, and uploaded to 4 ringtone service sites, frequented by a young audience. Songs can be downloaded to a cell phone for 105 JPY (1 USD), which can also be attached to a text message and send it to loved ones as a gift. All the proceeds from the download will be donated to UNICEF. A song that celebrates life becomes a song that saves life.

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 Japanese Committee for UNICEF was able to attract a new, younger demographic through their interest in music. Access to the website was over 1,000 PV every day. The project was picked up by various media with great interest, with publicity coverage worth hundreds of thousand USD. In just 4 months of the project thus far, the proceeds approximately equal; 600 emergency treatment kit / 12,000 HIV/AIDS testing kits / 60,000 immunizations for measles / 80,000 oral vaccines against polio.