Light For The World Print BLIND PERSON'S ARMBAND by PKP BBDO Vienna

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BLIND PERSON'S ARMBAND

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Austria
Agency PKP BBDO Vienna
Creative Director Claus Gigler, Jan Christ
Art Director Peter Hirth, Michaela Kerschbaum
Copywriter Helmut Winkler
Illustrator Florian Zenz
Released November 2011

Awards

Caples Awards 2012
Other Media Ambient/Guerrilla marketing Finalist

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: LIGHT FOR THE WORLD
Product/Service: FUND RAISING
Agency: PKP BBDO
Chief Creative Officer: Roman Sindelar (PKP BBDO)
Creative Director: Claus Gigler (PKP BBDO)
Creative Director: Jan Christ (PKP BBDO)
Copywriter: Helmut Winkler (PKP BBDO)
Junior Copywriter: Samia Azzedine (PKP BBDO)
Art Director: Peter Hirth (PKP BBDO)
Junior Art Director: Fabian Stiebler (PKP BBDO)
Graphic Design: Philipp Bayerl (PKP BBDO)
Art Director: Michaela Kerschbaum (PKP BBDO)
Illustrator: Florian Zenz (PKP BBDO)
Marketing: Gabriel Müller (Light For The World)
Media placement: Armband & Payment Forms - Public Places With Cloakrooms - 14.11.2011

Describe the objective of the promotion.
Nowadays there is an overflow of non-profit organisations all around us, competing for attention. That's why LIGHT FOR THE WORLD, an organisation which helps blind people in the Third World, asked the agency to find a new and innovative way to get the attention of people inclined to donate and show them, that even with a small donation, people in the Third World can be operated on and get their eyesight back.

Describe how the promotion developed from concept to implementation.
Instead of stressful workday situations, we looked for places where people are in a good mood and not usually confronted with calls for donations. So we provided the wardrobes of public places like theatres with the common signal worn by visually impaired people in Austria:
yellow identification armbands. While our target audience watched the performances, the armbands were slipped on the sleeves of their jackets and coats. When they returned and
asked for their clothes back, they recognised the armbands. Removing them, they found payment forms for donations and a prompt: 'Release someone from this armband who really
needs it!'

Explain why the method of promotion was most relevant to the product or service.
By placing the armbands on the sleeves of our target audience's clothes, we brought 'problem' and 'solution' right next to one another. We literally let them discover for themselves what it felt
like to wear an identification armband and that they had the power to free somebody of that burden. Instead of donating a random amount to a charity not knowing how much good it
would actually do - our message to them was clear and demonstrated the donation's effect: for €30 a person will be able to see again.

Describe the success of the promotion with both client and consumer including some quantifiable results.
When getting back their coats, people's attention was instantly focused on the yellow armbands. They thoughtfully read the message, discussed their surprise and what it felt like to be wearing such an identification armband. The armbands caught their interest and
demonstrated the charity's message in a very clear and emotional way. Most importantly,during the duration of the campaign, donations increased 8% compared to the rest of the year giving €30 to give people back their eyesight. In addition to it the topic was spread and
commented on through Facebook and Twitter.