| Title | #DREAMON |
| Brand | UNO FLÜCHTLINGSHILFE |
| Product/Service | #DREAMON ALARM APP |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Production Company
|
NEVEREST Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Alexander Nagel |
Serviceplan |
Executive Creative Director |
| Katharina Keith |
Serviceplan |
Creative Director |
| Matthaeus Frost |
Serviceplan |
Creative Director |
| Daniel Gassner |
Serviceplan |
Copywriter |
| Dimitrios Arampatzioglou |
Serviceplan |
Art Director |
| Marko Savic |
Serviceplan |
Art Director |
| Marc Mader |
Serviceplan |
Account Director |
| Milan Polimac |
Polygone Solutions |
Programmer |
| Maggy Fischer |
Neverest |
Agency Producer |
The Brief
In 2013 51, 2 million people were forcibly displaced worldwide, which made it one of the most challenging years for the UN Refugee Agency and their German partner, the UNO-Flüchtlingshilfe e.V. In search of new ways to generate donations, we developed an App, that turned an everyday item into an item everyone can donate with every day: the #dreamon App. An Alarm-App, that collects 10 US-Cents every time you press the Snooze-Button. This way you can stay 10 minutes longer in bed and help those people that don’t have a place to sleep. The target-audience were men and women aged 18+.
Describe how the promotion developed from concept to implementation
With the help of our partner o2, we developed an alarm app, which donates 10 US-Cents every time the Snooze function is utilized: the #dreamon Alarm App. The so-called dreamed money – as in a PayPal in-app purchase – is directly deducted and forwarded to the UNO Flüchtlingshilfe e.V. Users can share their donation via facebook and twitter and get their friends to dream for a better world, too. #dreamon is promoted via the facebook pages of o2 and our clients as well as via mobile banners.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our campaign as well as the #dreamon App itself only started short time ago. And we have already been able to win a partner, that helps us to tell the world about #dreamon. A real big player: o2. This cooperation made it possible to reach more than 25 million o2 costumers at once and spread our message faster than anyone could have expected.
Explain why the method of promotion was most relevant to the product or service
The strength of #dreamon lies in its simplicity and in the fact, that nearly everyone has access. It is easy to use and the average amount of the money donated by a single user is very small. This way people aren’t frightened about the fortune they might lose but experience the worth of even the smallest donation. All these facts represent the clients way of thinking and from our point of view the only way to make really everyone help those people, who literally have nothing.