Title	BUKOWSKIS FOR THE RED CROSS
Brand	BUKOWSKIS AUCTION HOUSE
Product/Service	CHARITY
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	FCB FÄLTMAN & MALMEN Stockholm, SWEDEN
Idea Creation	FCB FÄLTMAN & MALMEN Stockholm, SWEDEN

Name	Company	Position
Magnus Fältman	FCB Fältman & Malmén	Creative Director
Bo Tidelius	FCB Fältman & Malmén	Copywriter
Ellen Ström	FCB Fältman & Malmén	Art Director
Andreas Szegö	FCB Fältman & Malmén	Photographer
Dennis Westberg	FCB Fältman & Malmén	Programmer
Lukas Klepke	FCB Fältman & Malmén	Graphic Design
Ylva Jakobsson	FCB Fältman & Malmén	Agency Producer
Johanna Byström	FCB Fältman & Malmén	Agency Producer
Johan Eriksson	FCB Fältman & Malmén	Art Director

The Campaign

Research from The Red Cross showed that campaigns in general seemed to gave to little in return. The sums that people gave to the aid of the refugees could be higher, if the target group is motivated. The key is to get to them when the sum of the contribution seem small, in comparison to the spending in the environment where they are. The Auction House of Bukowskis is such a place, where hundreds of thousands of Euro is spent every minute, every hour and every day. By exhibit children drawings that visualize the pain and horrors of the war, among the elegant golden frames and art, we got the attention needed. We then added the swift call to action by mobile payment to get the fast effective result.

Creative Execution

Implementation: Listening in to the children stories and assembling the drawings they made, we then interpreted the experience in enhanced visuals and made the children anonymous – this on request of the Red Cross. Media channels and integration: The key was to integrate the exhibition on bukowskis.com with the mobile payment – the most effective and fastest combination of media Timeline: During the campaign of three weeks October – November 2015 we had all the children drawing up front and in all the pages thru the site of Bukowskis Scale: The impact was immense – the contrast to the exclusive art on each and every page of the biggest Auction House in Scandinavia could not be overrated.

During the three week campaign 50 000 visitors a day was exposed to the message, and contributed. More than one million people was given the opportunity to give – and many did so. By the time the campaign had ended the coverage in other media had strengthened the impact further and the Red Cross received increasing number of contribution to the mobile payment channel – contributions that was integrated in the overall result for the period, thus hard to present in precise figures. But this was a strong period for the Red Cross in Sweden in the year of 2015. The awareness of the unique campaign and the situation of refugees from Syria grew fast, mostly thru other media and word of mouth. The number of calls and mails to Bukowskis Auction House in favor of their effort was staggering.

To find a new creative way to use a well known media channel is often the key to high impact. By surprising the target group of Bukowskis Auction House on the site where they´re looking for highly valuable art, we got their attention for the Red Cross and the children of Syria. The children drawings stood out in sharp contrast to the exklusive objects in the exhibition and called to action by swift mobile payment. To reach this high income target group in this unique manner made the contribution seem som much more easier to make.

Insights, Strategy and the Idea

Target audience: Wealthy visitors of Bukowskis Auction House and the journalists and media covering the story Media planning: By using the platform of Bukowskis Auction House we got all the attention needed, we then could benefit from the media coverage following the story. Approach: We chose to go straight to the point – by exhibit the children drawings and telling the chilling story of the children we got the impact we where looking for.