Stockholms Stadsmission Promo, Case study THE HOMLESS BANNER by Garbergs Annonsbyra

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THE HOMLESS BANNER

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Sweden
Agency Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Mattias Dahlqvist
Copywriter Hampus Mattsson Digital
Account Supervisor Erik Olsson, Pernilla Berg
Released February 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: STOCKHOLMS STADSMISSION
Product/Service: FUNDRAISING
Agency: GARBERGS
Date of First Appearance: Feb 22 2011
Entrant Company: GARBERGS, Stockholm, SWEDEN
Entry URL: http://www.hemlosabanners.se/
Art Director: Mattias Dahlqvist (Garbergs)
Copywriter: Hampus Mattsson (Garbergs)
Digital Director/Graphic Design: Magnus Hällstén (Garbergs)
Creative Director: Petter Ödeen (Garbergs)
Account Supervisor: Pernilla Berg (Garbergs)
Account Manager: Birgitta Bergström (Garbergs)
Graphic Design: Jacob Frisk (Garbergs)
Web Production: Bannerboy (Bannerboy)
Web production: Stopp (Stopp)
Flashguru: Martin Lindelöf (Bannerboy)
Account Supervisor: Erik Olsson (Bannerboy)
Web production: Stopp (Stopp)
Media placement: Banners - 415 sites and blogs - 22 february 2011

Insights, Strategy & the Idea
Insights, strategy & the idea

Stockholm’s Stadmission helps the homeless of Stockholm. Being a small charity, they have a very limited budget to get their message out and ask for donations.

Objectives:

• Get the message out for free
• increase traffic to their web site
• Increase donations

Target Audiences
Primary: Bloggers, blog networks and media sites
Secondary: People in Stockholm who are willing to donate to charity.

The target audiences are familiar with Stockholm’s Stadsmissions work for the homeless, but does not support them regularly.

Insight
Bloggers and companies like to show they are doing something good. So, we are more likely to get their help if we reward them for helping out, and make them an active part of the campaign.

Creative Execution
Creative execution

Idea
We created a collection of homeless banners, in need of shelter on sites or blogs.
On the depressing looking site hemlosabanners.se anyone could pick a banner, copy-paste a piece of code and embed it on their own site. When embedded, a click on the banner led to the donation page on Stadsmissionen.se

Media

Banners

• Every blog and site got their name displayed in the banner they hosted.
• A counter in the banner displayed for how long they had been hosting it.
• The banner developed a warmer colour the more that clicked on it, and the longer it was hosted.

Campaign site

• The site got a boring and technical look to enhance the feeling that the banners needed a better place to stay.
• It also featured a top list of the sites with the longest hosting times and the banners with the most clicks.

Results and Effectiveness
Results and effectiveness

After 30 days:

• 415 sites and blogs had hosted a banner. Among them Aftonbladet.se – Sweden’s most popular news site, and Eniro.se –¬ the Yellow Pages in Sweden.
• 36 million banner impressions.
• 247% increase in unique visitors on stadsmissionen.se compared to the same period last year.
• 300% increase in donations compared to the same period last year.