| Title | CHECK IN FOR REFUGEES |
| Brand | MORE THAN SHELTERS |
| Product/Service | DOMO |
| Category |
A01. Use of Promotional Events & 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 |
| 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 Brief
"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?
Campaign Success
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 .
The idea: 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 Hotel we launched the hotel with 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
"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 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."
Explain why the method of promotion was most relevant to the product or service
"We turn a refugee tent into a pop-up hotel: the DOMO Hotel. For five days,
we were promoting our pop -up hotel in Hamburg. 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
in other hotels and banners on hotel reservation sites. And with an opening
day as a media event for dozens of journalists and bloggers."