PLACING HOMELESS PEOPLE ON THE MAP by The Fan Club for Aluma

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PLACING HOMELESS PEOPLE ON THE MAP

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Industry Social Services
Media Promo & PR, Case study
Market Sweden
Agency The Fan Club
Released September 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: ALUMA
Product/Service: SOCIAL WELFARE
Creative Director, Copywriter: Ola Obrant Andreasson (The Fan Club)
Creative Director/Art Director: Christian Barrett (The Fan Club)
Account Director: Ulla-Karin Barrett (The Fan Club)
Account Manager: Rebecka Hjorth (The Fan Club)
Graphic Designer/Technical Solutions: Christoffer Engström (The Fan Club)
Technical Advisor: Ask Wappling (Adland)
Technical Advisor: Morris Packer (Morris Motorcycles)
Media placement: Facebook Places - Facebook Places - February 15, 2011
Media placement: Gowalla - Facebook Places - February 15, 2011
Media placement: Press Release - Print, TV, Radio, Social Media - February 15, 2011

Summary of the Campaign
The objective of the campaign was to make people notice the homeless in Malmo.

By targeting early adopters, who use the latest technology to check into places with the help of applications such as Gowalla and Facebook Places, we wanted to place the homeless in the virtual city.

The strategy was to position these 900 homeless people, where you wouldn’t expect to find them, and make it possible for the users of Gowalla and Facebook Places to actually check into these spots.

By making the homeless appear in unexpected places, we wanted to reach a new target audience and raise their awareness of the many homeless people in the city.

The Situation
Aluma is always looking for creative and innovative ways to promote their projects. Using the latest technology to raise the awareness of the situation for the homeless people in Malmo seemed very relevant in this case.

GPS-positioning using smart phones is one of the hottest trends these days. In January, Facebook Places was launched in Sweden, and Gowalla had been around for a few months. We wanted to take advantage of this trend in order to make people aware of the fact that there are 900 homeless people, including 200 children, in Malmo.

The Goal
The objective of the campaign was to make people notice the homeless in Malmo.

By targeting early adopters, who use the latest technology to check into places with the help of applications such as Gowalla and Facebook Places, we wanted to place the homeless in the virtual city.

The Strategy
The strategy was to position these 900 homeless people, where you wouldn’t expect to find them, and make it possible for the users of Gowalla and Facebook Places to actually check into these spots.

Execution
By making the homeless appear in unexpected places, we wanted to reach a new target audience and raise their awareness of the many homeless people in the city.

With the help of two technically savvy consultants, we hijacked Facebook Places and Gowalla and added 900 spots all over Malmo. When you wanted to check in, the homeless people appeared in your list.

We also added a feature to donate money to the charity by sending a text message.

Documented Results
With $0 media budget we achieved media impact worth an estimated $365,000 and reached 1,100,000 people.