SOUND IT OUT by Shackleton Spain for Action Against Hunger

SOUND IT OUT

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Spain
Agency Shackleton Spain
Art Director David Ballester
Copywriter Juan Nonzioli, Anais Ferrer
Account Supervisor Carmen Bambó
Released March 2012

Credits & Description

Category: Charities
Advertiser: ACTION AGAINST HUNGER (SPAIN) / AQUALIA (FCC)
Product/Service: WORLD WATER DAY - AWARENESS & FUNDRAISING CAMPAIGN
Agency: SHACKLETON
Chief Creative Director: Juan Nonzioli (Shackleton)
General Manager: Marta Gutierrez (Shackleton)
Copywriter: Juan Nonzioli (Shackleton)
Copywriter: Anais Ferrer (Shackleton)
Art Director: David Ballester (Shackleton)
Digital Ar Director: Almudena Gonzalez (Shackleton)
Digital Copywriter: Teresa Galante (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Producer: Gonzalo Fernandez de Codrdoba (Shackleton)
Digital Front-end Programmer: Miguel Garcia Sanguino (Shackleton)
Digital Front-end Programmer: Almudena Porras (Shackleton)
Digital Front-end Programmer: Javier Perez (Shackleton)
Digital Back-end Programmer: Ana Pinedo (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Account Supervisor: Carmen Bambo (Shackleton)
Account Executive: Abel Martin (Shackleton)
Account Executive: Lara Martinez (Shackleton)
Chief Producer: Fernando Sevilla (Shackleton)
Media placement: INTERNET SPOT - INTERNET - 22 MARCH 2012
Media placement: WEBSITE - INTERNET - 22 MARCH 2012
Media placement: IPAD & IPHONE APPLICATION - WEBSITE & APP STORE - 22 MARCH 2012

Describe the objective of the promotion.
On the occasion of the World Water Day, Action against Hunger and Aqualia joined forces to launch a campaign to raise funds and heighten awareness of the problems related to the inaccessibility of safe drinking water around the world.

Their objective was to transmit a message to all its current members in order to reactivate them and capture new members involving the general public in this cause. A very small budget was available so we decided to base our strategy on viral marketing.

Describe how the promotion developed from concept to implementation.
We turned water into the conveyor of our campaign’s message and a fundraising tool. Using the concept 'Sound it out', we created a very moving musical composition that went viral thanks not only to its quality but also because of what it symbolised.

Campaigns have used water as an aesthetic or artistic device, but this time water itself was being used to create awareness of the world’s water crisis. With this campaign, every virtual glass that was shared or each app that was downloaded was money allocated to the cause. The campaign featured an Internet spot, web and iPad application.

Explain why the method of promotion was most relevant to the product or service.
The method of the promotion was relevant because all of the communication pieces included an easy way to activate donations for the cause.

Web:
Users could share a virtual glass of water on their social network profiles to spread the message and enjoy a digital experience to compose music. In order to publish their creation, they had to pay €1.20 to send an SMS.

iPad App:
We designed and launched a musical instrument that replicated the experience of playing real glasses to perform or create a musical melody. A percentage of the cost of the application in the Apple Store was donated to AAH.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In the first 2 weeks of the campaign, the fundraising objectives were exceeded by 110%.
The web received more than 37,000 visits with an average time on-site of 10 minutes.
The iPad application was downloaded in 16 different countries.
2,200 were downloaded in the first week.
National media supported the cause including the campaign in news reports, especially on World Water Day.