OXFAM by Energy BBDO Chicago for Oxfam

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OXFAM

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market United States
Agency Energy BBDO Chicago
Art Director Kyle Everett, Francis Almeda
Released November 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: OXFAM INTERNATIONAL
Product/Service: ORGANIZATION
Agency: ENERGY BBDO
Date of First Appearance: Nov 1 2010
Entrant Company: ENERGY BBDO, Chicago, USA
Entry URL: http://www.oxfam.org/
Creative Director, Writer: Kevin Lynch (Energy BBDO)
Creative Director, Art Director, Designer: Diana Morison (Energy BBDO)
Art Director: Kyle Everett (Energy BBDO)
Art Director: Francis Almeda (Energy BBDO)
Writer: Nate Gagnon (Energy BBDO)
Planner: Leah Gritton (Energy BBDO)
Team Leader: Claudia Richman (Energy BBDO)
Project Manager: Catherine Hughes (Energy BBDO)
Photographer, Retoucher: Pier Nicola D'Amico (Energy BBDO)
Media placement: Celebrity Endorsement - Twitter - November 1, 2010
Media placement: PR Efforts - Local And National Print - November 8, 2010
Media placement: Blogger Seeding - Online - Novemeber 15, 2010
Media placement: Print - Boston, New York and Chicago markets - November 22, 2010
Media placement: Outdoor - Boston, New York and Chicago markets - November 22, 2010
Media placement: Digital - Online - November 22, 2010

Describe the objective of the promotion.
Oxfam America’s “symbolic gift” program helps raise funds to fight poverty worldwide. These symbolic gifts include items such as goats and alpacas. Though Oxfam has a passionate base of customers, there was a great opportunity to expand that base within their primary target of affluent, educated, image-conscious women. The objective of the promotion was to raise funds by extending the message about Oxfam Gifts beyond the “philanthropically minded.”

Describe how the promotion developed from concept to implementation.
The promotion idea was quite simple. Let’s treat Oxfam Gifts as if they were part of the latest fashion line from Harrods or Barneys. It even carried a fashionable name: The Oxfam Collection. Print and outdoor ads featured goats and alpacas on fashion runways. The campaign launched with gushing reviews from celebrities such as Minnie Driver, Scarlett Johansson, and Anna Torv, and we established a seeding program among fashion bloggers, dubbed “The Bloggerazzi.” Exclusive behind-the-scenes footage of the shoot continued and deepened the story, gaining thousands of additional impressions.

Explain why the method of promotion was most relevant to the product or service.
Our target audience is affluent, educated women. Only a percentage of these women are “philanthropically minded” yet the vast majority are fashion-forward and image-conscious. So by creating a promotion around a theme of fashion, The Oxfam Collection successfully tapped into existing interests and passions shared by a broader percentage of our audience. In addition, treating decidedly unfashionable items as fashion items created arresting juxtapositions, such as goats on a fashion runway. This fuelled further attention to the promotion.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Oxfam Collection promotion generated substantial talk value, including articles in Fast Company and the Huffington Post, as well as inclusion in editorial lists about unique gifts. And the talk value translated into action: Traffic to the Oxfam Gifts website exceeded previous traffic records by 46%. More importantly, 64% of all purchasers were new customers to Oxfam, beating program goals and adding valuable prospects to Oxfam’s database for future fundraising endeavours.