THE TAGGING DRIVE by Ogilvy & Mather Bangalore for Once Again

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THE TAGGING DRIVE

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Industry Public awareness
Media Viral, Case study
Market India
Agency Ogilvy & Mather Bangalore
Executive Creative Director Ajanta Barker
Creative Director Anoop Sathyanand
Production Foxfilms.in
Released April 2013

Credits & Description

Once Again, a Bangalore-based NGO, collects items you don't use anymore, sells it at a minimal price to the underprivileged and uses these funds to empower them through various sustainable projects. To maximize youth-participation in this cause with no budgets in hand, we created The Tagging Drive on Facebook.
The idea was to visit old pictures of friends and tag 'Once Again' to items worth donating -- shoes, toys, books, clothes, etc. This simple and engaging activity went viral. Thousands of pictures were tagged, donations poured in, the NGO funds increased by nearly 500% and the campaign became Bangalore's biggest tagging drive.
Client: Once Again, Bangalore.
Headline: "BANGALORE'S BIGGEST TAGGING DRIVE"
Agency: Ogilvy & Mather, Bangalore.
President: Poran Malani
Senior Vice President: Vikram Menon
Executive Creative Director: Ajanta Barker
Creative Director: Anoop Sathyanand
Associate Creative Director / Art Director: Siju RS
Copywriters: Bhumika Udernani, Dipika Aranha
Planners: Venkataraghavan Srinivasan, Manasi Trivedi
Production: Foxfilms.in
Additional Credits: Yousef Anani, Rishad Melethil, Junaid Rahman, Rahul Antony, Prem Madhu
Client Brief Or Objective
Once Again, a Bangalore-based NGO, collects items you don’t use anymore, sells them at a minimal price to the underprivileged and uses this money for the empowerment of their community - supporting a creche for their children, providing vocational training to women and computer training to young adults. It wanted to maximize donations but not many people knew about the charity. Also, it had no budgets to spread the word.The objective was to make Once Again recognizable and maximize donations to support its activities. The challenge was to accomplish this with no budgets in hand.

Execution
We realized that though the youth were passionate about making a difference to their surroundings, they saw charity as boring. To change this perception and maximize donations, Once Again made the act of donating fun and engaging. Through the Tagging Drive, an online donation drive on Facebook, it reached out to the youth at no cost. The easy tagging activity, which didn't involve any apps that ask for personal information, went viral. It helped spread the word about the NGO faster, attracted many volunteers and increased donations significantly.

Outcome
Results: Thousands of pictures taggedSeveral donation drives initiated across BangaloreOver 50,000 items collected462% increase in funds generated from the thrift shop Total investment:SSL certificate and online hosting: $49Promotional Posters: $40Donation boxes: $100

Implementation
To spread the word with low budgets and maximize donations, we involved the youth – India’s biggest consumer segment. We chose Facebook, youth’s favourite hangout, and created the Tagging Drive. The idea was to visit old pictures on their friends' timeline and tag ‘Once Again’ to items worth donating. When the friend received the notification, curiosity prompted them to click on the tag. It led them to the Once Again page where they read, “You’ve been tagged to remind you that someone, somewhere needs your old stuff more than you. Please donate.” This compelling message was to encourage higher participation and action.