NOT EVERY BRIBE IS JUST A BOX OF CHOCOLATES
| Title | NOT EVERY BRIBE IS JUST A BOX OF CHOCOLATES |
| Brand | TRANSPARENCY INTERNATIONAL SLOVAKIA |
| Product/Service | ANTI-CORRUPTION PROMO MATERIAL |
| Category |
C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
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Entrant Company
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WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
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Advertising Agency
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WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
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Credits
| Martin Motacek |
Wiktor Leo Burnett |
Creative Director |
| Peter Kacenka |
Wiktor Leo Burnett |
Executive Creative Director |
| Juraj Sutovec |
Wiktor Leo Burnett |
Art Director |
| Martin Motacek |
Wiktor Leo Burnett |
Copywriter |
| Vladimir Lefik |
Wiktor Leo Burnett |
Copywriter |
| Jana Machackova |
Wiktor Leo Burnett |
Account Manager |
The Brief
Transparency International (Slovakia) wanted to raise funds and focus attention on the problem of big scale corruption in Slovakia. The target audience were influential professionals like lawyers, doctors, financial advisors.
These people received a gift by mail or in person, a box of chocolates as a symbol of small scale corruption, with a special message.
Creative Execution
A box of chocolates is a typical small-scale corruption symbol which people give when seeking a favor. We used it as a symbol of Transparency International’s fight against big-scale corruption. Customized boxes of chocolates bore the names of Slovaks associated with the biggest corruption scandals and contained chocolates in shapes symbolizing their biggest scandals.
Targeted communication earned the attention of the media, and we believe we influenced the unsuccessful reelection bid of supreme court judge Štefan Harabin, whose name was on one of the boxes.
Describe the creative solution to the brief/objective.
The brief was to prepare an online direct mail campaign, informing about Transparency International’s fight against big scale corruption. Instead of creating an HTML newsletter, we sent real chocolate boxes to the relevant target group. The desired response was to raise the issue of corruption with the public and to raise funds for Transparency’s campaigns.
Results
As the campaign was spread as direct mail, we have had a lot of response directly from the clients. Slovakian media informed spontaneously about our campaign and our chocolate box was brought to a supreme court judicial election by a group of judges fighting corruption.
Description of results :
Free media coverage : 106 000 Eur
Facebook fanpage increase : 7%
Increase of supporters (2% out of taxes): 15%