BEHIND THE THINGS WE BUY by Saatchi & Saatchi Geneva for Iom

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BEHIND THE THINGS WE BUY

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Industry Public awareness
Media Promo & PR
Market Switzerland
Agency Saatchi & Saatchi Geneva
Creative Director Philippe Schwaar
Account manager Sébastien Liaudet
Released October 2009

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: IOM
Product/Service: INTERNATIONAL ORGANISATION FOR MIGRATION
Agency: SAATCHI & SAATCHI
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI , Carouge, SWITZERLAND
Entry URL: http://www.buyresponsibly.org
Head Of Counter Traffiking Division: Richard Danziger (IOM)
Chief Creative Officer: Derek Green (Saatchi & Saatchi Switzerland)
Creative Director: Philippe Schwaar (Saatchi & Saatchi Switzerland)
Copy: Boris Declerck (Saatchi & Saatchi Switzerland)
Account director: Kerry Petty (Saatchi & Saatchi Switzerland)
Account manager: Sébastien Liaudet (Saatchi & Saatchi Switzerland)
Media placement: Outdoor Event Bruxelles - City Center - 19th Of October 2010
Media placement: Outdoor Event Geneva - City Center - 15th Of December 2010
Media placement: TV Spot - RTL - 20th Of October 2010
Media placement: TV Spot - Euronews - 18th Of October 2010
Media placement: Outdoor Poster - Geneva - 15th Of December 2010

Describe the objective of the promotion.
The objective is to raise awareness about human trafficking and forced labour in sectors such as agriculture, fishing and food processing. The challenge was to get consumers to ask their local retailers for more social guarantees throughout their supply chain.

Describe how the promotion developed from concept to implementation
When you look at a regular shopping cart put upside down it looks like a cage. If the shopping cart is oversised then it becomes a jail. Therefore we decided to put the most part of our budget into the building of a gigantic trolley, big enough to imprison people inside. We set this installation in Brussels (in front of the European parliament) and then in Geneva to promote the launch of our buyresponsibly.org website.

Describe the success of the promotion with both client and consumer including some quantifiable results
Since the launch we had : 11000 visits on www.buyresponsibly.org, 1200 people joining our Facebook Group Responsibly Buyers, 6000 hits on the TVC on YouTube and more than 400 press articles all around the world.

Explain why the method of promotion was most relevant to the product or service
Using such an iconic item had a huge impact on consumers. It showed them how our everyday shopping could lead to gruesome situations. On the web, they could find some true stories about trafficked people, pre-written mails ready to be sent to retailers, and an invitation to join the Facebook group of responsible buyers... In a nutshell, loads of useful tools allowing people to really do something about it.