Save The Children Promo CHRISTMAS BARGAINS by Lowe Brindfors Stockholm

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Pelle Lundquist, Emmeli Österdahl
Copywriter Bjorn Hjalmar, Martin Ericson
Account Supervisor Malin Sävstam
Released December 2009


One Show 2011
One Show Public Service / Collateral (Brochures and Direct Mail) - Campaign Silver
One Show Interactive Integrated Branding / Integrated Branding Campaign - Online Merit
One Show Interactive Websites & Microsites / Public Service/ Non-Profit Merit

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Dec 13 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Pelle Lundquist (Lowe Brindfors)
Art Director: Emmeli Österdahl (Lowe Brindfors)
Copywriter: Martin Ericson (Lowe Brindfors)
Copywriter: Björn Hjalmar (Lowe Brindfors)
Account Supervisor: Malin Sävstam (Lowe Brindfors)
Account Manager: Anna Tanser Wohlin (Lowe Brindfors)
Planner: Mehrnaz Bejne (Lowe Brindfors)
Graphic designer: Ola Lanteli (Lowe Brindfors)
Studio assistant: Ludvig Franzén (Lowe Brindfors)
Studio assistant: Caroline Knutsson (Lowe Brindfors)
Studio assistant: Kristina Tham Sterner (Lowe Brindfors)
Account Manager Public Relations: Johanna Zetterlund (Golin Harris)
Frontend Flash: Mattias Eriksson (Rebenga)
Account Manager: Anna Axelsson Hjelm (Rebenga)
Backend development: Robin Gavin (Freelance)
Media placement: AD Fullpage - Daily Newspaper; Dagens Nyheter, SvD, DI - 25 October 2009
Media placement: Small Format Ads - Daily Newspaper; Dagens Nyheter, SvD, DI - 25 October 2009
Media placement: Banner - Daily Newspaper Online; Dagens Nyheter, SvD, DI, Veckans Affärer - 25 October 2009
Media placement: Website - - 20 October 2009
Media placement: EDM - E-Mail - 30 October 2009
Media placement: ECard - E-Mail - After Purchase
Media placement: Diploma - Postal Delivery - After Purchase
Media placement: Display Sign - Postal Delivery - After Purchase
Describe the objective of the promotion.
Every year Swedish companies spend millions buying Christmas gifts for their clients.Our task was to make sure that Save the Children gets some of that money.
Describe how the promotion developed from concept to implementation
We found an absurd legislation that made companies more reluctant to donate money; Sweden and Slovenia are the only two countries in Europe where company donations to charity aren’t tax deductible. However, a box of chocolate and other Christmas gifts are. So how could we get around this obstacle? We simply decided to start a webshop for Save the Children, selling classic Christmas gifts but at sky-high prices. Then, we started promoting the shop with typical discount advertising.
Describe the success of the promotion with both client and consumer including some quantifiable results
Due to the recession the campaign’s media space was 30% less than previous year and a lot of the old donors had financial problems. Despite this, the campaign hit record numbers. The average donation went up 50%, new donors increased by 250% and the total sum of corporate donations went up 13% to SEK 7.284.461. In addition to this major newspapers, blogs and prime time news debated the campaign and the absurd law. The Swedish government soon followed and later in 2010 there will be a voting in the parliament to decide if the legislation should be changed.
Explain why the method of promotion was most relevant to the product or service
By selling really expensive Christmas gifts we could not only make it favourable for companies to donate money. We could at the same time put the absurd legislation in the spotlight and create a debate among politicians and journalists so a change can take place. A change of legislation would not only benefit Save the Children, it would benefit all charity organisations in Sweden.