OPERATION SMILEWICH for Kraft

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OPERATION SMILEWICH

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Promo & PR, Case study
Released July 2009

Credits & Description

Category: Corporate Responsibility
Advertiser: KRAFT PHILIPPINES
Product/Service: CHARITY EVENT
Executive Creative Director: Dave Ferrer (JWT Manila)
Creative Director / Copywriter: Joe Dy (JWT Manila)
Art Director: Katrina Encanto (JWT Manila)
Client Services Director: Golda Roldan (JWT Manila)
Account Director: Iea nepomuceno (JWT Manila)
Account Manager: Anne Pagaduan (JWT Manila)
Print Producer: Carol Pe Benito (JWT Manila)
Broadcast Producer: Maika Zialcita (JWT Manila)
Photographer: RJ Alfonso (JWT Manila)
Events Company: (Rickshaw Events)
Media placement: Event - Bonifacio High Street - November 14 2009
Media placement: Viral Video - Online - November 2009
Media placement: Print - Business Mirror - November 2009
Media placement: Radio - Various Radio Stations - November 2009
Media placement: Social Network Page - Facebook - November 2009
Media placement: Posters - Bonifacio High Street - November 2009

Summary of the Campaign
When Typhoon Ketsana hit the Philippines in September 2009, it left thousands of families homeless, stranded and isolated. To help them cope with hunger and depression, Kraft Eden Cheese teamed up with the Philippine National Red Cross to create Operation Smilewich. The mission was to send more than just food. The mission was to send hope. Smilewiches are cheese sandwiches packed in paper bags with personalised notes telling recipients that someone is looking out for them. The programme called for people to come donate and design a Smilewich at a special event, which would be brought to a Red Cross relief centre. The effort was supported with viral videos, print campaigns, radio announcements, posters and social network page. News of Operation Smilewich spread quickly receiving all sorts of media attention. The network page exceeded 2,000 members, just days after it was put up. These members actively spread the word and even created Smilewich avatars and icons of their own. The turnout was tremendous. Thousands of Smilewiches were collected. We even received pledges from overseas. More importantly, Operation Smilewich achieved what it was created for: it brought a smile to the faces of those who needed it most.

The Goal
A lot of companies were helping by sending rations, but Kraft Eden felt there was a great need to comfort the victims as well as feed them.

Results

News of Operation Smilewich spread quickly receiving all sorts of media attention. The network page exceeded 2,000 members, just days after it was put up. These members actively spread the word and even created Smilewich avatars and icons of their own. The turnout was tremendous. Families made a day of it and in the end, thousands of Smilewiches were collected. We even received pledges from overseas. All donations were turned over to the Philippine national Red Cross. Online participation was the strongest ever for the brand, with free media values amounting to 1.5 million. Malls have already inquired about holding the next Smilewich event. Some countries have even begun to explore adapting the programme. More importantly, Operation Smilewich achieved what it was created for: it brought a smile to the faces of those who needed it most.

Execution
Smilewiches are cheese sandwiches packed in paper bags with personalised notes telling recipients that someone is looking out for them. The programme called for people to come donate and design a Smilewich at a special event, which would be brought to a Red Cross relief centre. The effort was supported with viral videos, print campaigns, radio announcements, posters and social network pages. The day-long event was held at one of the country's top commercial areas. People came in and made their own Smilewiches. At the end of the day, all the Smilewiches were brought to a relief centre at one of the flood stricken areas.

The Situation
When Typhoon Ketsana hit the Philippines in September 2009, it left thousands of families homeless, stranded and isolated.

The Strategy
To help them cope with hunger and depression, Kraft Eden Cheese teamed up with the Philippine National Red Cross to create Operation "Smilewich". The mission was to send more than just food. The mission was to send hope.