UNICEF (United Nations International Children’s Emergency Fund) Promo NON-FRIENDLY MATCH by J. Walter Thompson Madrid


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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market Spain
Agency J. Walter Thompson Madrid
Director Alex Rodríguez S.
Art Director Ivan De Dios
Account Supervisor Diego Lobo
Released November 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: UNICEF
Product/Service: CHILDREN'S AID
Agency: JWT
Date of First Appearance: Nov 30 2009 12:00AM
Entrant Company: JWT , Madrid, SPAIN
General Creative Director: Miguel Bemfica (JWT Delvico)
Creative Director: Ivan De Dios (JWT Delvico)
Copy: Alberto Espeja (JWT Delvico)
Account Supervisor: Diego Lobo (JWT Delvico)
Account Executive: David Alvarez (JWT Delvico)
Account Executive: Cristina Higuero (JWT Delvico)
Senior Agency Producer: Luciano Firmo (JWT Delvico)
Agency Producer: Pablo Garcia (JWT Delvico)
: Sopa De Toro (Sopa De Toro)
Director: Alex Rodriguez (Sopa De Toro)
TV Producer: Beatriz Escribano (Sopa De Toro)
Art Director: Ivan De Dios (JWT Delvico)
Media placement: TV Campaign - La Sexta TV - 30.11.2009
Media placement: Internet: 3 Virals - Youtube / Blogs - 28.11.2009
Media placement: Press - Marca / La Razon / Free Newspaper - 12.12.2009
Media placement: Outdoor - Bus Shelter - 12.12.2009
Media placement: Internet Microsite - Www.championsforafrica.es - 28.11.2009

Describe the objective of the promotion.
Double Aim: Succeed to bring as many people as possible to the Santiago Bernabeu Stadium for the benefit soccer match on December 22nd and get the best possible recovery for children’s aid that UNICEF carried out.

Describe how the promotion developed from concept to implementation
'Champions for Africa', a unique opportunity to see the cracks of international football in an intense duel. “This match is a matter of life and death" because what is at risk is collecting money for kid’s programs. We filmed virals, in which some football players were caught in situations that would be noticeable. The main sport media of spain and sport blogs gave great coverage and more than 100.000 visits on Youtube. Then we realeased a TV spot to reveal the mystery, showing that Champions for Africa was behind it. In addition, creativity was development for Graphics and online.

Describe the success of the promotion with both client and consumer including some quantifiable results
- Describing the success of the promotion with clients and customers, including measurable outcomes: € 350,000 of revenue at the match day. € 987,000 total profit of this campaign. The match was the most watched program on television that day. More than 100,000 hits on YouTube during the teaser campaign. And all this with just € 10,000 budget for the campaign.

Explain why the method of promotion was most relevant to the product or service
The development of the teaser campaign based on several virals helped us to generate an expectation that we wouldn´t have achived with a conventional campaign. Furthermore, to talk about a match of “life and death" allowed us to differentiate ourselves from other friendly matches during the year. The claim helps us to communicate the final goal of the game: to help UNICEF to raise funds so that millions of children can survive in extreme poverty.