Title	THE HIJACKED CONTEST
Brand	FIFTYFIFTY
Product/Service	FIFTYFIFTY (HOMELESS ORGANISATION)
Category	A07. USE OF SOCIAL IN A MEDIA CAMPAIGN
Entrant Company	HAVAS WORLDWIDE DÜSSELDORF, GERMANY
Advertising Agency	HAVAS WORLDWIDE DÜSSELDORF, GERMANY

Name	Company	Position
Felix Glauner	Havas Worldwide Duesseldorf	Chief Creative Officer
Martin Breuer	Havas Worldwide Duesseldorf	Executive Creative Director
Karsten Brommenschenkel	Havas Worldwide Duesseldorf	Creative Director
Christoph Breitbach	Havas Worldwide Duesseldorf	Creative Director
Alexandros Antoniadis	Havas Worldwide Duesseldorf	Creative Director
Martin Venn	Havas Worldwide Duesseldorf	Creative Director
Sebastian Viehoff	Havas Worldwide Duesseldorf	Art Director
Michel Becker	Havas Worldwide Duesseldorf	Art Director
Mario Priester	Havas Worldwide Duesseldorf	Illustrator
Julian Jacobi	Havas Worldwide Duesseldorf	Copywriter
Siegfried Zwar	Havas Worldwide Duesseldorf	Copywriter
Zoran Marjanovic	Havas Worldwide Duesseldorf	Motion Designer

Results and Effectiveness

We managed to win over the Bundesliga club Fortuna Düsseldorf and the famous German rock band Die Toten Hosen to feature the campaign in their social media channels. Online and offline media wrote about the campaign, and it gained thousands of likes and shares in social media. Our billboard collected 45% of all votes and won the contest. The homeless charity “fiftyfifty” was happy to receive 50,000 euros to finish two new homes for up to 40 homeless people. In addition to the prize money, “fiftyfifty” gained nationwide attention and publicity for its cause. Our total media investment: 0 euros.

Creative Execution

We spread the message through social platforms to mobilise potential campaign ambassadors and multiply voters. We especially targeted left wing journalists, institutions, musicians and socially engaged people with a big fan community who are not keen on advertising awards and people. Making them feel like little Robin Hoods, taking money away from the haves and giving it to the have-nots. Encouraging them to vote and share the campaign in social networks.

Insights, Strategy and the Idea

The task was to raise money for the homeless charity “fiftyfifty” in the city of Düsseldorf while keeping expenses as low as possible. Our idea was to “hijack” the German billboard award “Best 18/1”, and „steal“ the prize money to give it to homeless people. This award pays 50,000 euros to the advertising creatives whose entry wins by public vote. We just entered a minimalistic outdoor poster which just said that we would donate the prize money instead of giving it to well-fed agency people. To make this idea a success we promoted our billboard through social media to quickly activate supporters for the public online vote.