| Title | RED BUTTON |
| Brand | ROTE NASEN CLOWNDOCTORS |
| Product/Service | RED NOSES CLOWNDOCTORS |
| Category |
A09. INNOVATIVE USE OF TECHNOLOGY |
|
Entrant Company
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
|
Advertising Agency
|
DEMNER, MERLICEK & BERGMANN Vienna, AUSTRIA
|
Credits
| Daniela Berlini |
Demner/Merlicek/Bergmann |
Account Supervisor |
| Andrea Muehleder |
Demner/Merlicek/Bergmann |
Account Management |
| Robert Dassel |
Demner/Merlicek/Bergmann |
Creative Director |
| Arno Reisenbuechler |
Demner/Merlicek/Bergmann |
Creative Director |
| Roman Steiner |
Demner/Merlicek/Bergmann |
Creative Director |
| Francesco Bestagno |
Demner/Merlicek/Bergmann |
Creative Director |
| Alexander Hofmann |
Demner/Merlicek/Bergmann |
Creative Director |
| Robert Dassel |
Demner/Merlicek/Bergmann |
Art Director |
| Arno Reisenbuechler |
Demner/Merlicek/Bergmann |
Copywriter |
| Hieronymus Kloss |
Demner/Merlicek/Bergmann |
Copywriter |
| Robert Dassel |
Demner/Merlicek/Bergmann |
Graphic |
| Robert Dassel |
Demner/Merlicek/Bergmann |
Digital Creative |
| Rene Wegscheider |
Demner/Merlicek/Bergmann |
Digital Creative |
| Angelika Schneider |
Demner/Merlicek/Bergmann |
Motion |
| Juergen Madl |
Demner/Merlicek/Bergmann |
Agency Producer |
| Katharina Luerzer |
Demner/Merlicek/Bergmann |
Agency Producer |
| Robert Staudinger |
|
Photographer |
| Ping Pong Communications |
|
Filmproduction |
| Tic Music |
|
Sound Studio |
| A1 |
|
Digital Tv Partner |
Creative Execution
We turned the red button on the A1 remote control into a red nose. As easy as this, a touch of the button becomes a donation of 2 Euros to Red Noses. TV spots and cut-ins invite to press the red button, or more specifically, the red nose, and bring joy to a sick child. We created a strong brand value between Red Noses and the consumer and enhanced the viewers behaviour. Afterwards, a clown personally thanks the contributor. The TV programme continues.
Implementing the red button on A1 TV reinvigorated TV as a medium for generating donations. As a result, its share of total monthly donations rose from 3.4% to 31.7%. On average, 1.200 Euros are donated every day, which is 69% more than in previous months.
The donation works without registration, credit card or mobile app. The amount is charged off the viewer’s monthly A1 TV bill.
Donation behavior in Austria could permanently be developed and simplified. And every single A1 TV viewer will associate the red button on the remote with a red nose from now on.
Red Noses Clowndoctors are specially trained to give hope and courage to sick children. However, a smile on the little patients’ faces depends on donations. The problem: People see a TV commercial on how to donate, but often can’t memorize the account number or the URL. Because of that only 3.4% of donations are generated through television. Processing donations is simply too complicated. That’s what we wanted to change.
In co-operation with A1 Vodafone, one of the largest digital TV networks, and ProSiebenSat.1 PULS 4, the main private TV companyin Austria, an innovative solution was found, making donations to Red Noses easier than ever: via the digital TV connection. With the touch of a button and no media break. The target audience was drawn from existing Digital TV customers.