| Title | CHECK IN FOR REFUGEES |
| Brand | MORE THAN SHELTERS |
| Product/Service | DOMO |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency
|
THJNK Hamburg, GERMANY
|
|
Advertising Agency 2
|
ACHTUNG! Hamburg, GERMANY
|
Credits
| Armin Jochum |
Thjnk |
CCO |
| Mirko Kaminski |
achtung! |
CCO |
| Patrick Matthiensen |
Thjnk |
Creative Director |
| Leif Johannsen |
Thjnk |
Creative Director |
| Hugo Gstrein |
Thjnk |
Art Director |
| Rilana von Werne |
Thjnk |
Art Director |
| Moritz Schäfer |
Thjnk |
Copywriter |
| Sebastian Plum |
Thjnk |
Copywriter |
| Justus Düsenberg |
Thjnk |
Graphic Designer |
| Hannah Hofmann |
Thjnk |
Account Manager |
| Hannah Hofmann |
Thjnk |
Account Manager |
| Felicitas Tennstedt |
Thjnk |
Account Manager |
| Felicitas Tennstedt |
Thjnk |
Account Manager |
| Stephanie Schrenk |
achtung! |
Account Manager |
| Stephanie Schrenk |
achtung! |
Account Manager |
| Ralph Teichmann |
Thjnk |
Agency Producer |
| Ralph Teichmann |
Thjnk |
Agency Producer |
| Susanne Nagel |
Thjnk |
Art Buyer |
| Susanne Nagel |
Thjnk |
Art Buyer |
| Tanja Braune |
Thjnk |
Art Buyer |
Brief Explanation
"The social design firm MORE THAN SHELTERS has created a new
type of refugeetent: DOMO. Upto five times more durable than
conventional tents. How can we get DOMO tents to refugees all
over the world? The idea: CHECK IN FOR REFUGEES. We turn a
refugee tent into a hotel: the DOMO Hotel. Every booking becomes a
donation to help people in conflict areas – in the shape of DOMO tents.
We launched the hotel with PR, a website, a guerrilla marketing
campaign and banners on hotel reservation sites. And with an opening
day as a media event for journalists and bloggers."
Results and Effectiveness
"A breathtaking success: TV channels, radio stations, the press, bloggers and
journalists cover the launch of DOMO Hotel and make it one of the nation’s
hottest topics. With over225.3 million contacts generated. The result: the
DOMO Hotel was quickly booked solid. In fact, the idea became so popular
that a wellknown hotel chain integrated our DOMO Hotel into its regular operations.
Even two Bundesliga players from the Hamburger SV and FC St. Pauli
football clubs set an example by booking a night’s accommodation.
In one month we collect more than 860 per day. And DOMO tents were produced.
Yet the greatest success of all is that the first ones are already being used in Nepal."
Creative Execution
"We turn a refugee tent into a hotel: the DOMO Hotel. We launched it with PR, a website,
a guerrilla marketing campaign and banners on hotel reservation sites."
Insights, Strategy and the Idea
"DOMO tents very expensive compared to conventional refugee tents.
So it takes a lot of awareness and more importantly donations to get
DOMO tents to the people who need them.
Thanks to its properties, a DOMO tent turns survival space into a
temporary home. So we turn the DOMO refugee tents into a hotel:
The DOMO . CHECK-IN-FOR-REFUGEES. Every overnight stay
becomes a donation to help people in need – in the shape of DOMO tents.
To spread the word about the DOMO we launched it with PR, a website,
a guerrilla marketing campaign and banners on hotel reservation sites."