Obra Do Berco Promo, Case study COIN DONATION by Lew'Lara\TBWA Sao Paulo

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COIN DONATION

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Mariana Sa
Art Director Bernardo Romero, Ronaldo Fonseca
Copywriter Marcos Almirante
Account Supervisor Juliana Peralta
Editor João Saraiva E Carlos Renato Rocha
Released March 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: NGO OBRA DO BERÇO
Product/Service: CHARITY
Agency: LEW'LARA\TBWA
Chief Creative Officer: Jaques Lewkowicz (Lew'lara \ TBWA)
Creative Vice President: Manir Fadel (Lew'lara \ TBWA)
Creative Director: Mariana Sá (Lew'lara \ TBWA)
Copywriter: Marcos Almirante (Lew'lara \ TBWA)
Art Director: Bernardo Romero (Lew'lara \ TBWA)
Art Director: Ronaldo Fonseca (Lew'lara \ TBWA)
Editor: Renato Rocha (Lew'lara \ TBWA)
Account Director: Marcio Oliveira (Lew'lara \ TBWA)
Media Director: Luiz Ritton (Lew'lara \ TBWA)
Producer: (7 Filmes)
Account Supervisor: Juliana Peralta (Lew'lara \ TBWA)
Media placement: TV - Paperview - 10 March 2012
Media placement: Digital - Globo.com - 10 March 2012

Summary of the Campaign
Briefing:
Obra do Berço is an NGO that takes care of more than 400 children and youngsters in Sao Paulo, Brazil. But they depend on donations. So, how do we attract greater awareness of that need, for a client with zero media investment?

Strategy:
To show that any amount makes a difference to Obra do Berço NGO, we created a live stunt for the match between Corinthians and Guarani, 2 of Brazil´s biggest soccer teams. Before the game started, a donation box was placed on the field. The referee then tossed a coin for the traditional heads or tails and both teams´ capitains could choose between field or ball. Right after that, the referee sliped the coin into the donation box.

Results:
With only 1 coin, we´ve reached millions of soccer fans. The symbolic donation was broadcasted all across the country and received massive media coverage. This time, the heads or tails winners were the children at Obra do Berço.

The Situation
Obra do Berço is an NGO that takes care of more than 400 children and youngsters in Sao Paulo, Brazil. But they depend on donations. So, how do we attract greater awareness of that need, for a client with zero media investment?

The Goal
We needed to find a way to attract greater awareness to improve the donations for the children without media investments. And, at the same time, show people that, to Obra do Berço NGO, any amount makes a difference.

The Strategy
To show that any amount makes a difference to Obra do Berço NGO, we created a live stunt for the match between Corinthians and Guarani, 2 of Brazil´s biggest soccer teams. Before the game started, a donation box was placed on the field. The referee then tossed a coin for the traditional heads or tails and both teams´ capitains could choose between field or ball. Right after that, the referee sliped the coin into the donation box.

Execution
To show that any amount makes a difference to Obra do Berço NGO, we created a live stunt for the match between Corinthians and Guarani, 2 of Brazil´s biggest soccer teams. Before the game started, a donation box was placed on the field. The referee then tossed a coin for the traditional heads or tails and both teams´ capitains could choose between field or ball. Right after that, the referee sliped the coin into the donation box.

Documented Results
The symbolic donation was broadcast all across the country and received massive media coverage. With one coin only, we´ve reached about 9 million soccer fans watching the game live on SporTV Channel plus a number superior to 10 million readers in newspapers and websites – including the cover of globoesporte.com, Brazil’s biggest sports news page. This time, the heads or tails winners were the children at Obra do Berço.