Fundacion Logros Promo, Case study DONATED SPACES by Lowe Ginkgo Montevideo

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DONATED SPACES

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Uruguay
Agency Lowe Ginkgo Montevideo
Creative Director Jorge Gonzalez, Fernando De Clemente, Sebastián Mir
Art Director Pelayo Soria
Copywriter Mateo Vidal, Gonzalo López Baliñas, Diego San Roman
Designer Agustín Acosta, Lucía García
Account Supervisor Daniela Patricia Román
Released September 2012

Credits & Description

Category: Best Use of Sponsorship
Advertiser: FUNDACIÓN LOGROS
Product/Service: ORGANIC VEGETABLE PROGRAM
President: Gabriel Román (Lowe Ginkgo)
Creative Director: Sebastián Mir (Lowe Ginkgo)
Creative Director: Fernando De Clemente (Lowe Ginkgo)
Creative Director: Jorge González (Lowe Ginkgo)
Account Supervisor: Patricia Román (Lowe Ginkgo)
Copywriter: Gonzalo López Baliñas (Lowe Ginkgo)
Copywriter: Diego Román (Lowe Ginkgo)
Copywriter: Mateo Vidal (Lowe Ginkgo)
Art Director: Pelayo Soria (Lowe Ginkgo)
Designer: Lucía García (Lowe Ginkgo)
Designer: Agustín Acosta (Lowe Ginkgo)
Account Manager: Marie France Bourgeois (Lowe Ginkgo)
Equipo ORT: Equipo ORT (Equipo ORT)
Media placement: press - Revista Cala - june
Media placement: press - El País - june
Media placement: press - Revista Freeway - june
Media placement: press - Café y Negocios - july
Media placement: outdoor - CV Activa - july
Media placement: tv - Canal 12 - june
Media placement: flyer - Fucerep - june
Media placement: banner - Hotmail - june
Media placement: banner - tubebe.com - july
Media placement: website - portones.com.uy - june

Summary of the Campaign
Fundación Logros is an NGO that develops projects with organic vegetable gardens in Uruguay to assist over 45.000 children in public schools.

They came to the Agency and requested a campaign with 2 clearly defined objectives: become known to a massive public and collect money to continue growing, with zero budget.

The idea:

We requested from announcers something quite particular. Something that any of them could donate. A small space in their ads.

Results:

28 announcers joined the campaign and donated spaces in print ads, outdoor ads, shop windows, brochures, spots, websites, banners and mail signatures.

The simple fact of informing that they were backing a foundation became the assistance.

Donated spaces in media had a total presence equivalent to 7 half pages in press, 10 minutes in prime time, 3 billboards and 6 centre banners during a month.

Thanks to people's support the "Organic Vegetable Gardens" project continues to grow.

The Situation
Fundación Logros is an NGO that develops projects with organic vegetable gardens in Uruguay to assist over 45.000 children in public schools.

The produced in the vegetable garden they utilize in the dining-room. At the same time, thay use the green-house as a class-room.

They came to the agency, because they need to collect money to continue growing.

But Fundacion Logros is not known by the massive public.

The Goal
So we had two objectives:
1) become known to a massive public
2) collect money to continue growing.

With zero budget.

Our target: Everyone who could contribute.

The Strategy
We requested from announcers something quite particular. Something that any of them could donate. A small space in their ads.

Inside the donated ads space, Fundación Logros communicated its website and the way the people could contribute.

Execution
Firstly, we contact the announcers and we told them the idea. The idea was so original that more announcers than we expected joined to the campaign. Probably, because the simple fact of informing that they were backing a foundation became the assistance.

Secondly, the ads with the donated spaces were published. And the people was impacted with the idea´originality.

Documented Results
Fundación Logros never imagined a campaign with so much ads.

28 brands joined the campaign and donated spaces in print ads, outdoor ads, shop windows, brochures, spots, internet and even mail signatures.

Donated spaces in media had a total presence equivalent, in Uruguay, to 7 half pages in press, 10 minutes in prime time, 3 billboards and 6 centre banners during a month.

It became in the first big campaign of the brand. Without budget, as always.

Thanks to people's support the "Organic Vegetable Gardens" project set up two vegetable garden in schools and it continues to grow.