Gothenburg Homeless Aid Promo, Case study REFUGEE BANNER by Goss Gothenburg

REFUGEE BANNER

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Sweden
Agency Goss Gothenburg
Art Director Gunnar Skarland, Mimmi Andersson, Mattias Frendberg
Copywriter Michael Schultz, Ulrika Good, Elisabeth Berlander
Released March 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: GOTHENBURG HOMELESS AID
Product/Service: CHARITY FOR REFUGEE CHILDREN
Agency: GOSS
Date of First Appearance: Mar 28 2011
Entrant Company: GOSS, Gothenburg, SWEDEN
Entry URL: http://refugeebanner.blogspot.com/
Art Director: Gunnar Skarland (GOSS)
Art Director: Mimmi Andersson (GOSS)
Art Director: Mattias Frendberg (GOSS)
Copywriter: Michael Schultz (GOSS)
Copywriter: Elisabeth Berlander (GOSS)
Copywriter: Ulrika Good (GOSS)
Graphic Designer: Louise Christiansson (GOSS)
Final Art: Elin Thorsby (GOSS)
Final Art: Lena Björklund-Henriksson (GOSS)
Account Manager: Monica N Persson (GOSS)
Account Manager: Lena Kling (GOSS)
Account Director: Johan Good (GOSS)
Account Director: Stig Lundstedt (GOSS)
Account Director: Fredrik Toreskog (GOSS)
Other: Lena Ekdahl (GOSS)
Media placement: Internet - Banner Ads - 28th Of March

Insights, Strategy & the Idea
Gothenburg Homeless Aid have spent years making their efforts known through the media. This year, the main focus was on children of refugees in Gothenburg. The primary aim of the campaign was to promote awareness of said situation, while collecting as much money as previous years. Despite the new message.

One of the biggest problems for children of refugees coming to Sweden is that they are forced to move around. We wanted the reader to experience the sensation of being uprooted and redirected, without knowing where he or she would end up.

Creative Execution
We left empty banner spaces on several newspaper websites. The only information was the error message “404: banner relocated” and a link that when clicked pointed the users browser to another newspapers website, in another part of the country. The final destination, a few clicks later – the Gothenburg Homeless Aid webpage.
The last banner contained the actual text about how refugee children in Sweden suffer from a rootlessness and rarely gets to stay in any one place for very long. And what that means to someone who needs security more than anything.

Results and Effectiveness
The three month campaign raised 2,566,129 SEK. This is to be compared to the precious years campaign that netted 2,496,148 SEK. Despite the new message, the campaign surpassed the old record.