Action Against Hunger Direct 1859 VCCP Madrid

1859

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Sector Organizaciones benéficas, fundaciones, voluntarios
Media Direct
Mercado España
Agencia VCCP Madrid
Art Director David Sousa
Copywriter Walter Belenky, Sergio Riquelme-Jomoi
Publicado abril 2013

Creditos y descripciones

Advertiser: ACTION AGAINST HUNGER
Agency: VCCP
Category: Permanent Retail
Advertising campaign: 1859
Account Manager: Laura Soto (VCCP Spain)
Art Director: David Sousa (VCCP Spain)
Account Manager: Laura Soto (VCCP Spain)
Copywriter: Walter Belenky (VCCP Spain)
Chief Creative Director: Beto Nahmad (VCCP Spain)
Managing Director: Javier Suso (VCCP Spain)
Copywriter: Sergio Riquelme (VCCP Spain)
Copywriter: Sergio Riquelme (VCCP Spain)
Copywriter: Walter Belenky (VCCP Spain)
Chief Creative Director: Beto Nahmad (VCCP Spain)
Art Director: David Sousa (VCCP Spain)

Execution
It is the first campaign that uses Outlook Calendar as a new media:- to generate curiosity (and conversation) among the target.- to make them pay attention to an internal memorandum.- to empower the relevance of the message.

Client Brief Or Objective
The brief:Get employees from different companies to participate in Accion Contra el Hambre's company fundraising race.The idea:To show them that if they can run out of the office to get home, then they can run for a good cause. To achieve that, we did the first campaign that uses Outlook Calendar as a new media to increase the relevance of the message and encourage the employees to participate in the race.

Outcome
The results:100% of employees opened the meeting alert and watched the video at the right time – one minute before running out of the office.Participants in the race increased by 312%.

Implementation
At 10:00, each company's management requests a meeting for all employees through their outlook calendar. The meeting is at 18.59 (one minute before leaving) .The outlook alert generates curiosity amongst the employees.At 18.59pm, employees receive a reminder of the event in their outlook calendar with a video attached. It shows the exact same situation that the employees are experiencing at that moment: an employee is waiting and staring at the clock eager to run out of the office as soon the clock strikes 19.00pm.