SCHOOL LAND by J. Walter Thompson Madrid for UNICEF (United Nations International Children’s Emergency Fund)

SCHOOL LAND

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market Spain
Agency J. Walter Thompson Madrid
Creative Director Jose Luis Alberola, Curro Rubira, Eduardo Battiston, Amabel Minchan. Alberto Quirantes
Art Director Cristina Caballero
Copywriter Curro Piqueras
Designer Felix Ajenjo
Account Supervisor Leles Blitz
Illustrator Pablo Camarero
Released April 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: UNICEF
Product/Service: UNICEF
Agency: JWT SPAIN
Date of First Appearance: Apr 25 2011
Entrant Company: JWT SPAIN, Madrid, SPAIN
Entry URL: http://www.cl2.es/festivals/2011/school-land/
Managing Creative Director/Creative Director: Miguel Bemfica (JWT)
Creative Director: Amabel Minchan (JWT)
Creative Director: Jose Luis Alberola (JWT)
Copywriter: Curro Piqueras (JWT)
Art Director: Cristina Caballero (JWT)
Creative Director: Curro Rubira (JWT)
Creative Director: Eduardo Battiston (JWT)
Illustrator: Pablo Camarero (JWT)
Designer: Felix Ajenjo (JWT)
Technical Director: Jose Vivar (JWT)
Account Supervisor: Leles Blitz (JWT)
Account Executive: Jorge Perez (JWT)
Internet Production Company: (SIX JUMPS)
Motion Graphics: David Bautista (JWT)
Information Architect: Ignacio Buenhombre (JWT)
Media placement: WEB - Facebook.com/school-Land - APRIL 25, 2011

Describe the objective of the promotion.
Despite our target spending a lot of time on social media, UNICEF had never done a campaign there.
The aim: create an attractive way to get donations on social media.

Describe how the promotion developed from concept to implementation.
The discovery: On Facebook there are more than 290 million users who play game apps such as Farmville or Cityville. Many of them spend real money on objects that don´t exist.
School Land is a school on Facebook where every object you buy becomes a reality. From the app, each user can buy any element and see it get placed. Little by little users donated each object until the school became a reality in Zambia.

Explain why the method of promotion was most relevant to the product or service.
The fact that each user knew exactly where their money was going made people get closer to UNICEF.
The good results obtained with School Land have made UNICEF add social media to their media plan.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The project was featured in the media, boosting visits and donations in a matter of hours.
Thousands of people donated piece by piece every part of the school until it became a reality.
School Land Zambia is the first of many schools that will be built in Africa through Facebook.