UNICEF (United Nations International Children’s Emergency Fund) Film, Digital Good Deal for Good by 180heartbeats+Jung von Matt Warsaw

Good Deal for Good

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Industry Human Rights
Media Film, Digital, Interactive & Mobile
Market Poland
Agency 180heartbeats+Jung von Matt Warsaw
Creative Director Mikołaj Sadowski
Art Director Mikołaj Sadowski
Creative Tytus Klepacz, Adam Marzec
Released April 2013

Awards

Golden Drum 2013
Digital Interactive tools and other digital solutions Silver Drum

Credits & Description

Advertiser: UNICEF
Agency: 180HEARTBEATS+JUNG von MATT
Category: Permanent Retail
Advertising campaign: GOOD DEAL FOR GOOD
Creative: Adam Marzec (180heartbeats + Jung von Matt)
Creative Director: Mikołaj Sadowski (180heartbeats + Jung von Matt)
Account: Agata Pieczyńska (180heartbeats + Jung von Matt)
Art Director: Mikołaj Sadowski (180heartbeats + Jung von Matt)
Creative: Tytus Klepacz (180heartbeats + Jung von Matt)

Outcome
We sent out one newsletter. We set up one Groupon deal. The action raised over €20,000, which will help UNICEF provide 60,000 meals.

Implementation
On March 27th they received the regular e-mail newsletter with daily deals. Among others there was a deal for a dinner for 6 starving people for just €2. However, when you clicked the deal, it turned out that the dinner wasn't for you, but for 6 children, that are really starving in Chad, Africa.

Execution
The Trojan deal connected emotionally with Groupon subscribers. In just one click the very attractive deal suddenly became a super promotion not for them, but for children in need. UNICEF delivered its message in a tricky way in an unexpected place.

Client Brief Or Objective
Groupon is the world's biggest deal-of-the-day website. In Poland over 9m people subscribe to the daily Groupon newsletter.