JUKEBOX by Leo Burnett Bogota for Colombian Red Cross

JUKEBOX

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Colombia
Agency Leo Burnett Bogota
Art Director Andres Moncayo - Pablo Acosta - Juan Cardenas - Carolina Suarez
Copywriter Juan Carlos Cardenas
Released October 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: COLOMBIAN RED CROSS
Product/Service: DONATION APPEAL
Agency: LEO BURNETT COLOMBIANA
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: LEO BURNETT COLOMBIANA, Bogotá, COLOMBIA
Entry URL: http://interactive.col-leoburnett.com/red_cross/jukebox_redcross.html
Chief Creative Director: Rodrigo Dávila (Leo Burnett Colombia)
Creative Director/Art Director: Pablo Acosta (Leo Burnett Colombia)
Art Director: Andrés Moncayo (Leo Burnett Colombia)
Creative Director/Art Director: Carolina Santamaría (Leo Burnett Colombia)
Copywriter: Juan Carlos Cardenas (Leo Burnett Colombia)
Account Manager: Carolina Ocampo (Leo Burnett Colombia)
Media placement: NEW MEDIA, EXTERIOR - Universities - NOVEMBER, 2009

Results and Effectiveness
The Red Cross Jukebox was an innovative way to contact young people and make them donate. It is an original and relevant idea since it helps the Colombian Red Cross raise funds among an audience that was not used to donate. Like this more needy people are receiving the help of the Colombian Red Cross. The Red Cross jukebox is still collecting coins to help the Red Cross mission. Students of different colleges are still donating and the Colombian Red Cross, receiving millions of coins to keep alive more needy Colombians than ever. Since it was first installed, each week, the Red Cross Jukebox collects approximately 800 coins of 500 pesos.

Creative Execution
Legends of music are still alive thanks to young people. Using this insight, we created the Red Cross Jukebox, a new media to raise funds among college students. It is simple: with one coin, a person keeps alive his favourite artist as well as many Colombians who receive help from the Red Cross, thanks to all the collected coins. At the beginning of each song, each person listens to the following message: With a coin you keep (artist) alive, as well as many other people who need your help. Thanks for you donation. Colombian Red Cross.

Insights, Strategy & the Idea
The Red Cross needs everyone’s donations in order to keep helping more people before, during and after a disaster. The problem is that in Colombia young people are not used to donate. How can the Red Cross contact and collect donations among young people?