Title	DONATE YOUR DATA
Brand	WAOO
Product/Service	DONATE YOUR DATA
Category	A04. Data Visualisation
Entrant	UNCLE GREY Copenhagen, DENMARK
Idea Creation	UNCLE GREY Copenhagen, DENMARK
Media Placement	MEC Copenhagen, DENMARK
Media Placement 2	MEC Aarhus, DENMARK
Additional Company	XAXIS Copenhagen, DENMARK
Additional Company 2	WAOO Tilst, DENMARK

Name	Company	Position
Lars Samuelsen	Uncle Grey, Copenhagen	Strategic and Digital Director
Lukas Lund	Uncle Grey, Copenhagen	Art Director
Charlotte Porsager	Uncle Grey, Copenhagen	Client Service Director
Carl Angelo	Uncle Grey, Copenhagen	Art Director
Mathias Nielsen	Uncle Grey, Copenhagen	Junior Creative
Jesper Møller	Uncle Grey, Copenhagen	CCO
Signe Bek	Uncle Grey, Copenhagen	Project Manager
Will Munhoz	WM Creative Labs, Copenhagen	Technology Director
Rasmus Mikkelsen	BeOn, Copenhagen	Creative Media Lead
Dale Love-Ballantine	Indie Village Creaties, Johannesburg	DOP
Claus Dahl Andersen	MEC, Copenhagen	Media Agency Lead
Per Bang Jensen	Xaxis, Copenhagen	Programmatic Media and Data Lead
Jimmy Blom	Uncle Grey, Copenhagen	International Creative Director
Thomas Illum	Uncle Grey, Copenhagen	Creative Director

The Campaign

Donate Your Data is a branded browser plug-in that turns the sale profits of browsing data into charitable donations. Big data companies already monitor people’s online behavior and sell this data to make big profits. The Donate Your Data browser plug-in puts you in charge of who benefits from your data, a charity of your choice. The WAOO plug-in collates high quality browsing data, which is then sold to our trusted partner Xaxis, who uses their turbine engine to harvest valuable information. All of the profit is then donated automatically to a charity of your choice. Donate Your Data doesn’t gather any personal information nor does it increase advertising exposure. The browser plug-in gives users an overview of how much data they’re donating in real time as a graphical sphere, based on the Waoo logo, is organically updating, and moving, corresponding to the amount of cookies generated by each user. It consists of small dots each representing 100 kB of browsing data. Donate Your Data was launched with an unusual product demonstration film narrated by a person in need, who explained viewers about the potential of Donate Your Data and encouraged them to install the plug in.

In the first days of launch Donate Your Data reached: 66 Countries and 1,1 million social timelines. An impressive 10% of people watching the launch film are now active data donators. So far Donate Your Data have collected 164.705 unique cookies. 26,5% of these cookies can be turned into actual donations. As we’re writing this more and more cookies are gathered and the project keeps growing day by day, kB by kB.

Everyday 2,5 billion terabytes of data is generated worldwide everyday when people browse the Internet. This data is very valuable for advertising purposes. WAOO teamed up with worlds largest digital media company Xaxis to tab into their unique streaming data engine TURBINE, and media company MEC, to turn all this data into something good. By using technology and data in a creative way we put people in charge of their data, and helped them understand the true value of data, by enabling them to donate their cookies (data) to a charity of their choice.

On a daily basis 2,5 billion terabytes of browsing data generated is generated. This impressive number keeps growing daily. What if we could turn this into something good? Big data companies are already using this to their advantage. By installing Donate Your Data users can experience and learn about the amazing potential in their own data footprint. The sphere in the Donate Your Data plug-in helps users understand what their data is worth and it gives them a sense of scale. With this approach a feeling of gamification is added to the consumers browsing experience and this makes the data gathering more fun and interesting. With this initiative we could reach a target audience much wider than where Waoo’s internet service is available. This project is global and it depends on data created on a global scale.