Title	DONATE YOUR DATA
Brand	WAOO
Product/Service	DONATE YOUR DATA
Category	C01. Use of Digital Platforms
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 sold to our trusted partner Xaxis, the worlds largest data company, who uses their turbine engine to harvest valuable information. Through data visualization users gets an overview of how much data they’re donating in real time. A sphere, based on the Waoo logo, is organically updating corresponding to the amount of cookies generated by each user. The project was launched with an unusual product demonstration film narrated by a person in need, encouraging viewers to install the plug in.

Campaign Success

The project was kicked off with our launch film. It was spread through social channels and different blogs across the Internet. The film directed users to a supporting landing page where they could read more about the mechanics of the project. From there they could click through to the Chrome store and install the browser plug-in. The project was launched on a global scale in April 2016 and grows organically into the future.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

By creating a tool that enhances peoples browsing experience instead of the typical advertising in the category, we established an ongoing relationship with consumers. Instead of communication price and fast fiber Internet, we enable people to browse the web like they’ve always done, but with a service from Waoo always running in the background – allowing them to get even more out the Internet than they’re used.

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 Donate Your Data sphere 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. The browser plug-in can be installed through the Chrome store and users can read more about the project on our landing page. After installment users can lean back, browse and do good at the same time.