War Child Direct BALLOON TANK Happiness Brussels

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Sector Organizaciones benéficas, fundaciones, voluntarios
Media Direct
Mercado Bélgica
Agencia Happiness Brussels
Copywriter Philip Vandenberghe
Designer Hans Hemmert
Producer Bart Vande Maele
Publicado septiembre 2011

Creditos y descripciones

Category: Socila Media & Viral Marketing
Product/Service: WAR CHILD
Chief Executive Officer: Karen Corrigan (Happiness Brussels)
Creative Management: Peter Ampe (Happiness Brussels)
Creatieve Management: Isabel Peeters (Happiness Brussels)
Concept Providers: Patrick Glorieux (Happiness Brussels)
Concept Providers: Koen Van De Wouw (Happiness Brussels)
Copywriter: Philip Vandenberghe (Happiness Brussels)
Film Director: Bob Jeusette (Happiness Brussels)
Producer: Bart Vande Maele (Happiness Brussels)
Sculpture Builder: Harold Kukken (Ballloon Xl)
Designer: Hans Hemmert (Hemmert)
Media placement: Outdoor - Installation - 's-Hertogenbosch - 11/03/2012
Media placement: Promotion Film - Vimeo - 30/03/2012

Describe the brief/objective of the direct campaign.
Briefing: Remind people of the importance of War Child’s cause: giving kids from war zones their childhood back.

Target: Both.

Strategy: To reach people with positive emotions and good vibes, instead of using heavy, sad imagery.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A tank made out of 7,000+ colourful balloons was installed on a city square. People were asked to tweet the mission of War Child. When enough tweets were sent, the tank was released and all balloons flew away. Turning war into balloons again symbolically.

Explain why the creative execution was relevant to the product or service.
NGOs usually ask for funds by making people feel guilty. By using balloons (a universal sign of happy children) we brought our message in a fresh, positive and emotional way.

War Child helps children in war zones. Reminding people of the innocence of children reminded them of the importance of a free childhood.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
International coverage by press, radio, TV and numerous blogs.
Almost 30,000 people visited the tank on the market place of Den Bosch.
Online the tank was seen more than 350,000 times.
All with €0 media budget.
It helped to raise €125,115 during the event day.