Auckland City Mission Promo ANGELS CAMPAIGN by Publicis Mojo Auckland

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market New Zealand
Agency Publicis Mojo Auckland
Director Zia Mandviwalla
Executive Creative Director Karl Fleet, Lachlan Mcpherson
Art Director Jake Siddall
Copywriter Sokpart Pao
Designer John Christall
Digital Creative Director Greg Wood
Released November 2010


Caples Awards 2011
Other Media Ambient/Guerrilla marketing Finalist

Credits & Description

Category: Charities
Product/Service: CHARITY
Date of First Appearance: Nov 28 2010
Entrant Company: PUBLICIS MOJO, Auckland, NEW ZEALAND
Executive Creative Director: Lachlan McPherson (Publicis Mojo Auckland)
Digital Creative Director: Greg Wood (Publicis Mojo Auckland)
Art Director: Jake Siddall (Publicis Mojo Auckland)
Digital Art Director: Jeremy Clark (Publicis Mojo Auckland)
Copywriter: Sokpart Pao (Publicis Mojo Auckland)
Designer: John Christall (Publicis Mojo Auckland)
Head of Production: Conan Gorbey (Publicis Mojo Auckland)
Executive Digital Producer: Rochelle Ivanson (Publicis Mojo Auckland)
Art Buyer/Producer: Andi Dearsley (Publicis Mojo Auckland)
TV Producer: Rosie Grayson (Publicis Mojo Auckland)
Managing Partner: Kay Boyle (Publicis Mojo Auckland)
Senior Account Manager: Jen Hird (Publicis Mojo Auckland)
Media Planner: Marcella Wijoko (Zenith Optimedia Auckland)
Artist: Hayley King (Flox)
Director: Zia Mandviwalla (Curious Film)
Executive Producer: Matt Noonan (Curious Film)
Music Licensing: Jonathon Hughes (Franklin Road)
Media placement: TV - MediaWorks, Sky/ Prime, Maori TV - 28 November 2010
Media placement: Radio - Newstalk ZB, Rhema, Breeze, Radio Live, - 28 November 2010
Media placement: Outdoor/ Bus - Bus Shelter, Bus, Street Poster - 28 November 2010
Media placement: Press - Herald On Sunday - 5 December 2010
Media placement: Online - TV3 Ondemand - 28 November 2010

Describe the objective of the promotion.
Christmas is the busiest time for the Auckland City Mission, a charity that provides support for families in need. We were asked to create awareness and raise money for the annual Auckland City Mission Christmas Appeal.

Describe how the promotion developed from concept to implementation.
We used high impact traditional media including television, radio, outdoor and newspapers to launch the campaign and trigger text and phone donations. We then activated the idea by giving everyone the chance to literally become angels. We spread angel wings throughout the city via posters, stickers, print, and stencils. People were encouraged to take pictures of themselves with the wings and then by posting the picture on Facebook, a sponsor would donate $5 on their behalf. This inspired instant spread through Facebook as all their Facebook friends were made aware of the campaign and inspired to participate themselves.

Explain why the method of promotion was most relevant to the product or service.
Angels are iconic to Christmas. A time where the Auckland City Mission themselves become angels for many in need. By visually making our donators angels and spreading them on Facebook, we were able to show the kindness of Aucklanders and their Christmas spirit to a wider audience. We made donating fun, social and positive, attracting a new audience of donators.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign raised more money for Auckland City Mission than ever before. With a spend of just $55,000 the campaign generated $838,000 during the appeal. In the space of four weeks the Auckland City Mission doubled its Facebook fan base gaining new donators in the process. The campaign was picked up by a number of national and international news services, blogs and commentators and has become the benchmark for future Mission campaigns.