The Hunger Project Digital, Case study A Table To End Hunger [image] 2 by Mccann Sydney

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A Table To End Hunger [image] 2

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency Mccann Sydney
Chief Creative Officer Pat Baron
Executive Creative Director Dejan Rasic, Jerker Fagerström
Art Director Felix Holve
Copywriter David O'sullivan, Martin Svane
Released October 2016

Awards

Cannes Lions 2017
Direct Sectors: Charities & Non-profit Bronze Lion

Credits & Description

Title: A Table To End Hunger
Agency: Mccann Sydney
Brand: The Hunger Project
Country: Australia
Entrant Company: Mccann Sydney
Advertising Agency: Mccann Sydney
Media Agency: Mccann Sydney
Pr Agency: Mccann Sydney
Production Company: Mccann Sydney
Additional Company: Dec Pr , Sydney
Executive Creative Director: Dejan Rasic (Mccann Sydney)
Art Director: Felix Holve (Mccann Sydney)
Copywriter: Martin Svane (Mccann Sydney)
Account Director: Sara Shields (Mccann Sydney)
Strategic Planning Director: Roshni Hegerman (Mccann Sydney)
Strategic Planner: Marcie Garcia (Mccann Sydney)
General Manager: Nicole Gardner (Mccann Sydney)
Managing Director: Adam Lee (Mccann Sydney)
National Head Of Broadcast: Colin Tuohy (Mccann Sydney)
Finished Artist: Martin Vesely (Mccann Sydney)
Editor: Josh Graham (Mccann Sydney)
Editor: Matthew Flinn (Mccann Sydney)
Executive Creative Director: Jerker Fagerstrom (Mccann Sydney)
Chief Creative Officer Australia: Pat Baron (Mccann Worldgroup)
Copywriter: David Osullivan (Mccann Sydney)
Relevancy:
The Hunger Project believes we have the power to end hunger by 2030, by helping people to self-end hunger. Therefore, The Hunger Project seek "investors", not donations, who can be partners in their mission to end world hunger. The campaign was designed to engage with affluent Australians who over indexed in dining out, use of digital and e-commerce. Partnering with 75+ top restaurants who all set aside one of their impossible to get tables which we auctioned off on eBay. Actively placing the highest bid became the only way to secure one of these tables.
Campaign Description:
Whilst we struggle to reserve a table at the hottest restaurants, the horrible truth is, 795 million people worldwide struggle to simply eat. We Partnered with eBay and some of the world’s hottest restaurants who donated one of their best tables, including a three-course meal and drinks. We then auctioned these sought-after tables to the highest bidder on eBay. With all proceeds going directly to end world hunger. We turned demand into supply for those who need it most. By bidding for a table, others got food on theirs.
Strategy:
The ability to relate to a charity is often personal. With hunger being something very foreign to most Australians, our strategy needed to bring the issue closer to home. We used partner databases to target active “investors”, affluent Australians with high disposable income that over indexed in the use of digital and dining out.We exploited the culture tension between affluent Australians’ love for food and increasing appetite for access to exclusive, top-end restaurants and the difficulty of securing a table.This led to our strategy - make people aware of world hunger, by hitting them when they were denied access their dinner reservation.We engaged with our audience by sending eDMs and targeted banner placements to drive direct response for partnering restaurants on our eBay auction site. We gave them something they wanted and delivered an important message in the process.
Synopsis:
Australia’s abundance of food means most of us take our next meal for granted – leaving us with little understanding for those who struggle to find their next meal. Yet, you’d be hard-pressed to find someone who doesn’t care about ending world hunger. This lack of understanding combined with 54 000 registered charities to choose from in Australia, makes it difficult for The Hunger Project, a small player, to connect with affluent Australians. As David Crosbie of the Community Council Australia put it. “If you don’t have brand name recognition like World Vision or Salvos, you need to try something weird in a bid to get that marketing masterstroke.”Our objectives were to (1)Raise awareness for The Hunger Project’s mission of ending world hunger by 2030, (2)Drive direct response of active “investors”.We did this by addressing the issue through something Australians cared about – food culture and dining out.
Outcome:
By giving Australians a chance to bid on a table that was otherwise impossible to get, we made dining out a charitable gesture.We raised awareness of The Hunger Project to unprecedented levels, and generated hundreds of leads for active investors.Specifically…1.We delivered 75 out of 75 successful auctions (i.e. 100% success rate).2.We drove new investor acquisition.The Hunger Project experienced a 200% increase in monthly sign-ups following the campaign. (THP Google Analytics 2017)3.We generated 81,108 meals in targeted communities4.We financed training of 41-elected women in India for one year to be a community leader 5.We achieved a total reach of over 40M impressions in just one month (96% higher than benchmark) and the highest awareness in the organisation’s history (A Table to End Hunger Wrap Report, PR agency 2017)
Execution:
In collaboration with some of the world’s top restaurants, we got people to bid on a table to help others put food on theirs. We launched the campaign on Valentine’s Day, the hardest day to secure restaurant reservations, to attract the biggest bidders.We relied exclusively on partnerships and collaborators.•Over 75 restaurants across Australia, Singapore and Tokyo donated a table, meal and drinks, and announced it on their social channels.•eBay hosted 75+ individual auctions and donated targeted ad space.•Dimmi.com, a leading restaurant booking site, sent eDMs through their database connecting us with restaurant patrons for each and every auction.•JCDecaux donated two weeks worth of OOH digital ad space in highly trafficked train stations. •Yahoo donated over $10,000 worth of advertising space across their digital network.