1212 Promo, Case study PAKISTAN WEATHER REPORT by TBWA\ Brussels

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PAKISTAN WEATHER REPORT

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Belgium
Agency TBWA\ Brussels
Creative Director Frank Marinus
Art Director Menno Buyl
Copywriter Geert Verdonck
Released September 2010

Credits & Description

Category: Best Use of Screens
Advertiser: 1212
Product/Service: PAKISTAN FLOODS RELIEF
Agency: TBWA\BRUSSELS
Agency: TBWA
Date of First Appearance: Sep 21 2010
Entrant Company: TBWA\BRUSSELS, BELGIUM
Copywriter: Geert Verdonck (TBWA)
Art Director: Menno Buyl (TBWA)
Creative Director: Frank Marinus (TBWA)
Account Director: Christine Robie (TBWA)
Account Manager: Hadoum Ghassab (TBWA)
Director Communication & Programs: Isabelle Marneffe (Unicef)
Communication Manager: Philippe Henon (Unicef)
Media placement: Weather Report - VRT één - September 21, 2010

Insights, Strategy & the Idea

After last year’s terrible floods in Pakistan, the Belgian public remained rather
indifferent to the Pakistan population’s huge problems. Donations were below
expectations.
To make people aware of the seriousness of the situation and convince them
to donate, aid organization 1212 used the weathermen and women during their
daily weather report on television to deliver the message. After all, it was the
abundant rainfall which caused the floods in Pakistan. Which made the weather report a unique and relevant communication environment to reach a huge audience. For the target audience the context gave the message extra impact: the strong contrast with the peaceful weather in Belgium really made them realize the seriousness of the disaster, and the terrible situation for the Pakistani people.

Creative Execution
In Belgium all weather reports open with local pictures and videos to illustrate
the day’s weather, usually calm and beautiful landscapes. It is a very well known format, which has been unchanged for years.

During a whole week we replaced those peaceful Belgian backgrounds with
pictures, videos and satellite images of the dramatic situation in Pakistan. A
shocking difference with what people expected to see.

Results and Effectiveness
The action revitalized the donations and contributed to the total amount of 6,1
million Euros which were collected. Which is quite a lot for a small country like
Belgium.