MOBILE LOAVES & FISHES Promo, Case study I AM HERE by T3 (The Think Tank)


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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United States
Agency T3 (The Think Tank)
Associate Creative Director Jennifer Faber
Creative Director Kate Donaho, Ben Gaddis
Art Director Colin Decker
Released April 2010

Credits & Description

Category: Best Use of Outdoor
Date of First Appearance: Apr 27 2010
Entrant Company: T3 (THE THINK TANK), Austin, USA
Chief Creative Officer: Jay Suhr
Creative Director: Ben Gaddis
Creative Director: Kate Donaho
Event Public Relations Director: Lauren Picarello
Public Relations Coordinator: Molly Wilson
Associate Creative Director: Jennifer Faber
Senior Creative Developer: Brian Williams
Senior Creative Developer: Frank Duran
Art Director: Colin Decker
Senior Production Artist: Tara Connolly
Video Director: Chris McInroy
President: Alan Graham (Mobile Loaves & Fishes)
Chief Marketing Officer: Anna- Marie Phelps (Mobile Loaves & Fishes)
Chief Executive Officer: Bill Reagan (Reagan National Advertising)
Sales Manager: Coy West (Reagan National Advertising)
Media placement: Banner Ad - Clear Channel - 25 April 2010
Media placement: Radio Spot - Clear Channel - 25 April 2010
Media placement: Radio Spot - KVET - 27 April 2010
Media placement: Print Ad - Austin Chronicle - 27 April 2010
Media placement: Print Ad - Austin American Statesman - 27 April 2010
Media placement: Print Ad - L Style G Style - 27 April 2010
Media placement: Print Ad - Texas Monthly - 27 April 2010

Insights, Strategy & the Idea
The “I Am Here” campaign objectives were to boost awareness of homelessness and the broader MLF mission, and raise enough money through mobile donations to house a homeless couple. The target audience was everyone who normally encounters homelessness and ignores it. The unique insight was that people ignore homelessness because they can, simply by turning their head and moving on. To accomplish our mission, we had to create something impossible to ignore. Outdoor was the perfect medium to stop someone in their tracks, then make it easy for them to take action. The campaign goal was to make people stop and think. The billboard literally stopped traffic, forcing anyone who saw or heard about it to make a decision: ignore homelessness or act on it. As the campaign hit media airwaves, digital channels and office water cooler conversations, it focused awareness on the homeless, MLF’s mission and fundraising.

Creative Execution
The creative solution: be as provocative as possible by using the outdoor medium to its fullest potential. We turned a highway billboard into a 48-hour kick-off event that people could not ignore, and that news crews couldn’t stop covering. Outdoor was the linchpin of the campaign. We knew our donated outdoor billboard gave us the best chance of creating buzz. To be successful, we had to make it work as hard as possible then be sure that digital and PR efforts worked equally hard to magnify the efforts. Working together, the channels prompted a massive buzz on social networks (1.3 million impressions on Twitter alone), plus extensive media coverage from CNN, MSN, USA Today, Fox News, The Huffington Post and others. We leveraged mobile to drive immediate action, asking people to donate by mobile phone. This combination of channels led to engagement levels that far surpassed all our campaign goals.

Results and Effectiveness
On kickoff day, you couldn’t turn on a TV or surf the Web without seeing the “I Am Here” campaign. It was featured in more than 300 news stories in 32 markets within 48 hours. Traffic to the MOBILE LOAVES & FISHES site spiked by 575%. The campaign garnered nearly 13 million impressions, projecting MLF squarely into the national spotlight. The calculated publicity value of the media coverage was nearly $950 million. To date, the campaign has increased MLF donations by more than $607K year over year, a 33% increase that far exceeded the campaign goal of lifting donations by 5%.