STREET VIEW SUDAN by KONG for Cordaid Mensen In Nood

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STREET VIEW SUDAN

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Netherlands
Agency KONG
Director Joeri Holsheimer
Art Director Wietse Vonk
Copywriter Roel Pijnacker
Producer Monique Neuteboom, Emelie Van Wensen
Released December 2010

Credits & Description

Category: Charities
Advertiser: CORDAID MENSEN IN NOOD
Product/Service: NGO
Agency: KONG
Date of First Appearance: Dec 9 2010
Entrant Company: KONG, Amsterdam, THE NETHERLANDS
Entry URL: http://award-entry.com/streetviewsudan
Art Director: Wietse Vonk (Kong)
Copywriter: Roel Pijnacker (Kong)
Creative Art Director: Yacco Vijn (Kong)
Creative Director/Copywriter: Floris Hülsmann (Kong)
Interaction Designer: Vinesh Gayadin (Kong)
Account Director: Toprak Ozturan (Kong)
Project Manager: Jesse Houweling (Kong)
Producer: Monique Neuteboom (Kong)
Brandmanager: Judith Maat (Cordaid Mensen in Nood)
Fundraiser: Hanneke Warrink (Cordaid Mensen in Nood)
Director: Joeri Holsheimer (Czar)
Producer: Emelie van Wensen (Czar)
Director Of Photography: Coen Stroeve (Czar)
Post Production: Justin Baker (Baked Animation)
Technical Realisation: (Magic Bullet)
Media placement: Website - Seeding, Advertorials - December 9, 2010

Describe the objective of the promotion.
Cordaid, a Dutch NGO, wanted to explore the possibilities of an online campaign to generate donations to help the desperate situation of refugees in South Sudan. It’s hard to get attention online for the situation in South Sudan, so we needed to find a clear and appealing status message that could be easily spread via online influentials.

Describe how the promotion developed from concept to implementation.
Street View is a great way of looking into the environments of others. What if you could take a look into a third world country at war? If you read about this on Twitter or Facebook you’d be more likely to click and watch. But this particular Street View isn’t designed to explore for a long time; after 15 seconds we take control of the view and focus on a real story of a real refugee (video). She has fled the rebels where she’d been raped for three months. Having heard her story it’s difficult to resist the plea for a donation.

Explain why the method of promotion was most relevant to the product or service.
Traditional ways of asking for donations seem to lose their effect on consumers. People tend to look away when confronted with the suffering of others, and even more when asked to donate money for charity. This campaign combines a confronting message and the possibility to donate. All can be seen and paid online.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After 6 days 125,000 visitors viewed Street View Sudan, 1% of whom reacted to the story with a donation (10 euro’s minimum).