B04. Business Citizenship / Corporate Responsibility & Environmental
Entrant
OGILVY MADRID, SPAIN
Idea Creation
OGILVY MADRID, SPAIN
Credits
Name
Company
Position
Paulo Areas
Ogilvy & Mather
General Creative Director
Emilio Holguin
Ogilvy & Mather
Copy Senior
Pouline Atencio
Ogilvy & Mather
Art Director
Maria Tormo
Ogilvy&Mather
Copy
Paloma Adrien
Ogilvy&Mather
Head of Experience
The Campaign
We created Birdhouse alarm. The first birdhouse that detects fire in real time and sends a geographic location signal to fire-fighters so as they can put it out.
Execution
Composed of a smoke sensor, an Arduino and a solar battery, each house had the technology to identify the focus of a starting fire. A mobile simple technology to identifying the exact place of the fire, helping the fire to be extinguished on time.
PR/Social with a 98% positive sentiment towards the Generali brand.
Appeared on primetime on several spanish TV channels.
Earned a 45% brand recognition increase on PR and media.
Helped Asturians to continue enjoying their forests.
The Situation
Listed by important medias such as mashable and contagious as one of the better good innovations of the year, the idea went on most TV channels news and through social network overnight. It became not only subject of conversation, but originated an amazing recognition to the brand.
The Strategy
The PR campaign around the activation was key to reinforce the closeness of the brand with consumer, understanding their needs and specially the need to keep the surroundings safe and therefore, their houses.
This way we got the attention of the media and turned the project to be known on a global level.