| Title | THE NO HUNGER ORCHESTRA |
| Brand | NGO |
| Product/Service | NGO |
| Category |
A06. USE OR INTEGRATION OF MUSIC |
|
Entrant Company
|
VCCP Madrid, SPAIN
|
|
Contributing Company
|
VCCP Madrid, SPAIN
|
Credits
| Javier Suso |
Vccp Spain |
Managing Director |
| Beto Nahmad |
Vccp Spain |
Executive Creative Director |
| David Sousa |
VCCP Spain |
Multimedia Art Director |
| Sergio Riquelme |
VCCP Spain |
Copywriter |
| Anastasia Sysoeva |
VCCP Spain |
Account Manager |
| Eduardo Sancehz |
Vccp Spain |
Art Director |
| Laia Prades |
Vccp Spain |
Art Director |
| Oscar Moreno |
Vccp Spain |
Creative Director |
| Sonia Romero |
Vccp Spain |
Art Director |
The Campaign
Branded entertainment is gaining popularity in Spain as brands realize that traditional campaigns are every time less and less effective and the investment required is quite high. The development of digital and social media and the growth of experiential marketing reduces the investment required to reach and engage consumers as earned and owned media are being considered as an alternative or complementary option to paid media. Many brands have already done that, but what is really innovative is that this technique is taking advantage of technology in order to create powerful and relevant campaigns which cost less than before and that increase brand engagement as the content used is more relevant for consumers compared to traditional advertising formats.
Results
CHALLENGE: 8.000 million children die everyday due to malnutrition in a world where there is enough food for all. In addition, the solution to malnutrition exists and is affordable. OBJECTIVES: We are the first generation that is truly able to stop hunger but we need to make people aware of the problem and its solution. STRATEGY: As people still die starving in a world where there is enough food for all, we decided to use the surplus food of one part of the world to communicate what is missing in the other part of the world. EXECUTION: We created THE NO HUNGER ORCHESTRA The first band playing special instruments made of non-edible parts of food to demonstrate that food, as music, brings happiness to the world. In the website, the audience could follow in real time the making of the instruments and the rehearsals of the band. In addition, people around the world could join the band creating their own instruments, making them sound and uploading their music through the web and a Facebook App. The World Food Day (16th October 2013) was the perfect moment to make the first concert of the band: WE HOSTED THE FIRST CONCERT WHERE THE NO HUNGER ORCHESTRA PLAYED SIMULTANEOUSLY IN 3 EUROPEAN CITIES (LONDON, PARIS AND MADRID) INTERCONNECTED THROUGH LIVE STREAMING, AND WHERE ALL THE SOUNDS MADE BY THOUSANDS OF PEOPLE WHERE MIXED. Famous artist such as Alejandro Sanz, Vetusta Morla, Bo Saris, Ara Malikian and Edurne played with the NO HUNGER ORCHESTRA, helping us to generate buzz about the event. This is how we joined the whole world against hunger.
The audience were drawn to the content through: - Print campaign. - Ooh campaign. - Launch videos. - Digital campaign (display). - Website www.nohungerorchestra.com. - Social media activation (social media profiles of action against hunger). - PR campaign (targetting online and offline influencers).
The campaign was a huge success: - The news of the concert was covered across Europe, reaching a media coverage valued at 1,92 million euros (earned media) investing 0 euros on paid media. - More than 13,000 people attended the concerts in Madrid, London and Paris (100% of the capacity). - Celebrities such as Alejandro Sanz, Vetusta Morla, Bo Saris, Ara Malikian y Edurne joined the campaign… for free! - Our website received more than 150,000 visits to watch the concert on streaming. - 752 people created instruments made of non-edible parts of food and uploaded their videos. - 5,200 mentions on Social Media, on Twitter, Facebook and Instagram.