A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company
PUBLICIS LONDON, UNITED KINGDOM
Advertising Agency
PUBLICIS LONDON, UNITED KINGDOM
Production Company
SUPERGOOBER London, UNITED KINGDOM
Credits
Name
Company
Position
Andy Bird
Publicis London
Executive Creative Director
Steve Moss
Publicis London
Copywriter
Jolyon Finch
Publicis London
Art Director
Colin Hickson
Publicis London
Agency Executive Producer
Sam Holmes
Publicis London
Agency Producer
Jonathan Pearson
Director
Adam Dolman
Supergoober
Producer
Toby Conway/Hughes
Marshall Street
Editor
Andy Breese
Publicis London
Head Of Art/Design
Peter Bathurst
Director Of Photography
Dan Bennett
Absolute
Post Production
Tom Heddy
Wave
Sound Designer
The Brief
UK charities are suffering. Donations are down 20% and government funding is down 60%.
The Pilion Trust is tiny. The cuts meant their shelter for young homeless kids was about to close. We needed to raise £50,000 to keep it open.
They have a very small core of loyal supporters. But to raise this amount of money we needed to speak to a much bigger audience.
They didn’t have the money for big budget ad’ campaigns so we needed to design an attention grabbing way of raising money and awareness that wouldn’t cost the earth.
Describe how the promotion developed from concept to implementation
To stop The Pilion Trust’s shelter from closing, we needed to raise £50,000.
As there was no money for traditional media we knew we had to leverage social media to have any hope of succeeding.
With only a £500 budget, we created a highly shareable, newsworthy film asking the world for donations.
We created a database of influencers and launched the film via Twitter, Youtube and Facebook.
The film was an instant hit. But we knew that this wasn’t enough. We worked with volunteers from a local youth club around the clock to convert positive comments and sharing into donations.
Describe the success of the promotion with both client and consumer including some quantifiable results
To date the film has been watched over 4.5 million times.
The Pilion Trust received £163,734 in donations, over three times the £50,000 target. Year to date donations are up 1,623% and still rising. This represents a 32,647% ROI.
There has been a 572% rise in people signing up to give on a monthly basis, representing a huge increase in long term relationships with the brand.
To date the campaign has generated 255 million media impressions equating to £8.3 million in earned media.
But most of all it meant that the shelter for homeless kids didn’t have to close.
Explain why the method of promotion was most relevant to the product or service
The Pilion Trust needed to raise money fast. Our social experiment was designed to show that good intentions alone are not enough. That charities need money to survive.
With The Pilion Trust’s shelter about to close we needed an idea that would reach a lot of people very quickly. We therefore created a deliberately provocative idea, designed not only to be shared, but also to be written about by journalists.
And because The Pilion Trust had very little money, they needed an extremely low cost idea. The campaign cost just £500 pounds (and a lot of hard work of course).