| Title | THE FIELD MOBILE |
| Brand | UNICEF |
| Product/Service | AWARENESS MESSAGE |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Agency
|
MAXUS GLOBAL Stockholm, SWEDEN
|
|
Production Company
|
ACNE PRODUCTION Stockholm, SWEDEN
|
Credits
| Helena Nyström |
Forsman/Bodenfors |
Account Supervisor |
| Lena Birnik |
Forsman/Bodenfors |
Account Manager |
| Johanna Hofman/Bang/Agnes Stenberg/Schentz |
Forsman/Bodenfors |
Art Director |
| Marcus Hägglöf/Jacob Nelson |
Forsman/Bodenfors |
Copywriter |
| Nina Anderssson |
Forsman/Bodenfors |
Designer |
| Magnus Kennhed |
Forsman/Bodenfors |
Agency Producer/Film |
| Niklas Lindström/Helena Wård |
Forsman/Bodenfors |
Agency Producer/Digital |
| Acne Film |
Acne Film |
Post Production |
| Torbjörn Martin |
ACNE Production |
Director |
| Olle Lindgren |
ACNE Production |
Producer |
| Upright_gothic_011_012_it_begins_/Full) |
Upright_gothic_011_012_it_begins_/Full) |
Music |
| Petur Mogensen |
ACNE Production |
Executive Producer |
| Torbjörn Martin |
ACNE Production |
D.o.p |
| Torbjörn Martin |
ACNE Production |
Editor |
| Plop |
Plop |
Sound Design Arrangement |
Results and Effectiveness
The campaign reached an estimated 1,5 million people and contributed to that UNICEF a week later broke the record on the annual fundrasing TV-gala with 22 455 new montly donors. Adding up to 2.9 million euros a year.
Creative Execution
On a live national broadcast, Jenny gave her phone to UNICEF. From one day to another Jennys social platforms changed from selfies with kittens to pictures of newly registered babies in Uganda. We posted films, pictures and descriptions of the mobiles work on Jennys Instagram and Twitter, and Jenny herself wrote about what her phone was up to on her blog and also in her column in one of Swedens largest newspapers. You could follow the phone and read more about sms-technology on a campaign site. And since Jenny really missed her phone she hijacked her celebrity friends accounts for selfies and reports about what her phone was up to. This way, the campaign spread even more. On the 22th of april Jenny got her phone back on live national television, and she went through the content.
Insights, Strategy and the Idea
UNICEF has developed a method of registering newborn babies with the use of mobile phones. Thousands of mobile phones are put to use by UNICEF every day, but very few people know about it.How can we, with no budget at all, show people what an important job UNICEF and mobile phones do everyday, and this way make people rely on UNICEF as an innovative organisation? We decided to let a mobile phone do the job.
Jenny Strömstedt is a famous TV-host, blogger, instagrammer and tweeter.
Her phone reaches hundred and thousands of people every day. We borrowed it and sent it to Uganda,to work as a UNICEF field mobile. While Jenny herself stayed at home. For one week her phone registered newborn babies,sent case records and did all the other things a regular UNICEF mobile does.Everything was posted on Jennys social platforms,for all her many followers to see and share.