€1.20 YOUTUBE VIDEO by OgilvyOne Madrid for ING Direct

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€1.20 YOUTUBE VIDEO

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Promo & PR, Case study
Market Spain
Agency OgilvyOne Madrid
Art Director David Botella
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ING DIRECT
Product/Service: CHRISTMAS ACTION FOR UNICEF
Agency: OGILVYONE WORLDWIDE
Date of First Appearance: Dec 8 2010
Entrant Company: OGILVYONE WORLDWIDE, Madrid, SPAIN
Entry URL: http://www.essolotrabajo.com/2011/en/thefirstyoutubesvideothatcosts120/cannes_a13.html
Executive Creative Manager: Jesús Rasines (OgilvyOne Worldwide)
Creative Manager: Diego González (OgilvyOne Worldwide)
Art Director: David Botella (OgilvyOne Worldwide)
Copy: Sonia de Pedro (OgilvyOne Worldwide)
Technologic Production: Javier Sánchez (OgilvyOne Worldwide)
Audiovisual Production: Lissette Mirelles (OgilvyOne Worldwide)
Programming: Carlos Guiard (OgilvyOne Worldwide)
Animation: Óscar García (OgilvyOne Worldwide)
Account Director: Vanesa Porto (OgilvyOne Worldwide)
Account Executive: Irene Caro (OgilvyOne Worldwide)
Media placement: Banners Campaign - Youtube - 8 December 2010
Insights, Strategy & the Idea
We can’t tell how ideas emerge. What we can confirm is what we´re looking for:
1. Do something really different and innovative
2. Do something that would live the effect of your donation. That is, we usually donate in the abstract and we wanted the public to see for themselves the excitement of what they have produced with their donation
3. Do something to break prejudices about digital communication: it's free and not as exciting as other media. We wanted to deal with these two taboos.
Creative Execution
The campaign consists mainly in a video: the first youtube video that costs 1,20€. Just for paying the 1,20€ the upcoming story can come true. To see the video, just send a sms of solidarity (the full amount is for UNICEF.) As soon as you send it, you receive a code to be entered in the youtube video and presto!.... you can see it.
We never say what happens in the video, people only know this is a gesture of solidarity and that the story is, somehow, a result of a donation. That´s the intrigue.
Media:
-Banner campaign on youtube.
-Emailing to ING DIRECT clients.
-Dynamic campaign on media, social network and blogs.
Results and Effectiveness
- Total visits to the channel: 191,163.
- Number of SMS: 8,853.
- Total donations, through SMS and personal, also by ING´s clients and other citizens: 361,280€.
- Thanks to dymanization we could appear in over 50 different media and blogs.