| Title | CHECK IN FOR REFUGEES |
| Brand | MORE THAN SHELTERS |
| Product/Service | DOMO |
| Category |
B04. Charities, Public Health, Safety & Awareness Messages |
|
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 |
| Felicitas Tennstedt |
Thjnk |
Account Manager |
| Stephanie Schrenk |
achtung! |
Account Manager |
| Ralph Teichmann |
Thjnk |
Agency Producer |
| Susanne Nagel |
Thjnk |
Art Buyer |
| Tanja Braune |
Thjnk |
Art Buyer |
| Pixel Galaxie |
Pixel Galaxie |
Production Company |
| Emir Haveric |
Emir Haveric |
Photographer |
| VERONICA BALLART LILJA |
VERONICA BALLART LILJA |
Illustration |
| Jana Wallossek |
achtung! |
Trainee |
| Sonja Pösel |
Vast Forward/Bildpunktmobilisierung GmbH |
Programmer |
The Campaign
"Over 59 million people live in refugee camps worldwide.
For many refugees, tents are their new home. But after a short time they fall apart. Unacceptable conditions, because refugees spend an average of twelve years in the camps.
The social design firm MORE THAN SHELTERS has created a new type of tent: DOMO. Up to five times more durable than conventional refugee tents, it can be adapted to both the local climate and the
sociocultural needs of the people living in it. How can we get DOMO tents to refugees all over the world?"
The Brief
"The production of DOMO tents is 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."
Execution
The idea is disruptive: We market a DOMO refugee tents as if it is a premium hotel: with launch PR, a website, a guerrilla marketing campaign in other hotels and banners on hotel reservation sites. And with an opening day as a media event for dozens of journalists and bloggers: 18th of August in Hamburg.
"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 over 225.3 million contacts generated. The result: the DOMO Hotel was quickly booked solid. In fact, the idea became so popular that a well-known 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 Euros per day. And more than 7 DOMO tents were produced. Yet the greatest success of all is that the first ones are already being used in Nepal."
The Strategy
"Because of its properties, a DOMO tent turns survival space into a graceful temporary home. So we turn the DOMO refugee tents into a premium hotel: The DOMO HOTEL. The idea: CHECK IN FOR REFUGEES. Every overnight stay
becomes a donation to help people in need – in the shape of DOMO tents. But how can we spread the word about the DOMO Hotel?"