UNICEF (United Nations International Children’s Emergency Fund) Promo, Case study UNICEF QR by J. Walter Thompson Madrid


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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Spain
Agency J. Walter Thompson Madrid
Creative Director Jose Luis Alberola, Amabel Minchan. Alberto Quirantes
Art Director Cristina Caballero
Copywriter Curro Piqueras
Producer Antonio Ortega
Released January 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: UNICEF
Product/Service: FUNDRAISING
Agency: JWT
Date of First Appearance: Jan 31 2011
Entrant Company: JWT, Madrid, SPAIN
Managing Creative Director/Creative Director: Miguel Bemfica (JWT Madrid)
Creative Director: Amabel Minchan (JWT Madrid)
Creative Director: Jose Luis Alberola (JWT Madrid)
Copywriter: Curro Piqueras (JWT Madrid)
Art Director: Cristina Caballero (JWT Madrid)
Account Manager: Leles Blitz (JWT Madrid)
Producer: Antonio Ortega (JWT Madrid)
Media placement: BUS SHETLER PATH - STREET - 31 JANUARY 2011

Insights, Strategy & the Idea
The UNICEF brand is known by 97% of Spaniards, so this year instead of increasing awareness, the aim is to get donations and new members.

Instead of a conventional campaign where we ask people to donate, we created UNICEF QR, a new medium to donate that lives on traditional outdoor methods.

Creative Execution
UNICEF QR is based on QR code technology to generate donations, but instead of a black and white code, we reinvented it, creating codes from two images: one shows the people who will benefit from your donation, and the other shows what we’ll invest your money on.
By taking a photo with the QR codes app, an already written SMS opens on your phone, for example:
“You’ve taken the first step to provide schooling for thousands of children, the next step is to send this message. It only costs 1.20 Euros”
Just by pressing this button, you’re donating to UNICEF.
What’s more, to increase the intrigue we’ve eliminated logos and headlines. The only way to find out more is to take a photo.

Results and Effectiveness
Outdoor became a new medium for donating.
With the UNICEF QR outdoor, we’ve managed to triple direct donations compared to conventional outdoor.
All the donations record the donor’s phone number. This way UNICEF can call them and try and get them to become members.
After the good results, all UNICEF campaigns will include QR as a donation medium.