BILLS WITH A MESSAGE by Momentum Madrid for Fundacion Curarte

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BILLS WITH A MESSAGE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Spain
Agency Momentum Madrid
Executive Creative Director Raúl Pérez Serena
Art Director Alberto Gonzalez
Released November 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: FUNDACION CURARTE
Product/Service: DONATIONS
Agency: MOMENTUM
Executive Creative Director: Raul Perez (Momentum)
Art Director: Alberto Gonzalez (Momentum)
Copy: Luis Tardón (Momentum)
Planner/Account Director: Irene Ruiz (Momentum)
Media placement: 20€ Bill /note - Some Stores In Madrid - 1 October 2011
Media placement: Billboards - Main Cities In Spain - 1 November 2011

Insights, Strategy & the Idea
Curarte is an NGO that helps kids that are hospitalised by making facilities more fun and adapted to them. We were asked to increase the number of donations and collaborators by engaging as many people as we could.
So, the first thing we thought off was the necessity of finding a media that was massive, innovative, moved from hand-to-hand and lasting. And we got the €20 note. We asked the Bank of Spain to let us use the image of the notes, and to let us use a small quantity of them for our campaign.

Creative Execution
We needed to get into the peoples mind in a way that made our message as clear as possible: We need your money to be able to continue helping hospitalised kids, as little as you have for us is very important.
So we use the €20 note and we wrote messages on them:
“Before I came into your hands, I made a sick child’s life happier. Do the same”
People spend €20 bills everyday and for a lot of senseless things, we wanted to make people think every time they bought something, giving one another our message.
In the Spaniard context now that the economy is dropping, NGOs are really suffering from a loss of trust and donations, we needed to reinforce the value of what people is contributing to do, making it real and showing that is not for a foreign and remote place.

Results and Effectiveness
Previous years’ donations were quadrupled.
11,236 persons became members of the foundation.
We had media coverage in the most important TV programs and news.
Spontaneous social network buzz marketing.
Distribution of 145,000 informative flyers.
We obtained funding for 5 children’s hospitals projects, so CurArte could continue to make hospitalised kids life easier.