THE GREAT BANNER SALE by Ogilvy Sao Paulo for Graacc

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THE GREAT BANNER SALE

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Industry Public awareness, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Creative Director Reinaldo César Júnior, Cassiano Saldanha, Daniel Bottas, Alexandre Ravagnani
Art Director Bernardo Correa, Lucas Osis, Nasser Said
Copywriter Pedro Henrique Fernandes, Flavio Tamashiro
Released February 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GRAACC
Product/Service: NON GOVERNMENT ORGANISATION
Agency: OGILVY BRASIL
Date of First Appearance: Feb 3 2011
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL: http://www.shakemelikeascroll.com/bannersale
Vice President/Executive Creative Director: Anselmo Ramos (Ogilvy)
Creative Director: Alexandre Ravagnani (Ogilvy)
Creative Director: Reinaldo Cesar (Ogilvy)
Creative Director: Cassiano Saldanha (Ogilvy)
Creative Director: Daniel Bottas (Ogilvy)
Copywriter: Pedro Fernandes (Ogilvy)
Copywriter: Flavio Tamashiro (Ogilvy)
Art Director: Nasser Said (Ogilvy)
Art Director: Lucas Osis (Ogilvy)
Art Director: Bernardo Correa (Ogilvy)
Account Director: Ana Luisa Sales Mahfuz (Ogilvy)
Account Manager: Thaiane Garcia (Ogilvy)
Motion Supervisor: Rubens Angelo (Ogilvy)
Motion Designer: Thiago Bancaro (Ogilvy)
Digital Operations Manager: Jose Carlos Tinoco (Ogilvy)
IT Supervisor: Juscelino Vieira (Ogilvy)
Project Manager: Luis Fernando Carvalho e Silva (Ogilvy)
Media Director: Marcos Cabrera (Ogilvy)
Media Manager: Rogerio Faleiro (Ogilvy)
Media Manager: Caio Monteiro (Ogilvy)
Media placement: Websites /media Display - Yahoo!, Terra, Globo.com, Estadao.com, Abril.com, IG, R7.com, IDG Now And Other Websites. - February 3rd 2011
Media placement: News Websites / PR - Propmark, MMonline, BlueBus, Gizmodo, AdNews - February 3rd 2011

Insights, Strategy & the Idea
GRAACC is a hospital that offers free treatment for children and adolescents with cancer. To continue its work, the institution needs to get new donors and raise donations each month. But how to increase awareness about this issue? By inviting people to the Great Banner Sale.

Creative Execution
For GRAACC’s World Cancer Day campaign, major websites donated valuable media space to the institution. With that in mind, we decided to resell these banners to users instead of just advertising on them. So we came up with the idea: The Great Banner Sale. People and companies were invited by email to buy these banners. On the campaign landing page, they purchased and customized their banners. Buyers could pay whatever they wanted (buying a banner = making a donation to GRAACC). Major websites displayed the banners for a whole week and all the money was directed to GRAACC.

Results and Effectiveness
The Great Banner Sale had little cost and great results. With the participation of users, the campaign got awareness to the institution’s work against children’s cancer. Banners added up to 3 million impressions, the number of unique donors increased 2566% and money raised was 260% higher compared to the same period in 2010.