| Title | MISSING STICKERS |
| Brand | MISSING CHILDREN EUROPE |
| Product/Service | MISSING CHILDREN EUROPE |
| Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
LEO BURNETT Brussels, BELGIUM
|
|
Idea Creation
|
LEO BURNETT Brussels, BELGIUM
|
|
PR
|
LEO BURNETT Brussels, BELGIUM
|
|
Production
|
DARK HORSE Gembloux, BELGIUM
|
Credits
| Tom Garcia |
Leo Burnett Brussels |
Creative Director |
| Brigitte Baudine |
Dark Horse |
Company Producer |
| Raf De Smet |
Leo Burnett Brussels |
Copywriter |
| Ivan Moons |
Leo Burnett Brussels |
Art Director |
| Jeroen Vernelen |
Leo Burnett Brussels |
Account Director |
| Monique Sampermans |
Leo Burnett Brussels |
Agency TVC Producer |
| Carole Hayard |
Leo Burnett Brussels |
Account Executive |
The Campaign
When the European Football Championship ended, many fans were left with an incomplete sticker album.
Knowing this we proposed to complete their collection and in return they would help us complete ours.
The idea is simple: we want to find the missing children as badly as you want to find your missing stickers. So let's help each other.
Backed by a large press and PR effort we launched a website where you could order your missing stickers which we then would provide with the kind help of Panini International. All proceeds went entirely to Missing Children Europe.
Campaign Success
We built a special e-commerce website on which stickers could be ordered and money could be transferred. This was launched on August, 1 and remained open for business the whole month.
We created an online video to support the launch of the website and put it live right after the end of the European Football Championship.
We backed the launch of both with an extensive press and PR campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 400 stickers were ordered in Belgium alone.
15% rise in donations with and without sales of stickers.
Campaign was picked up by and rolled out in 10 European countries soon after launch.
Explain why the method of promotion was most relevant to the product or service
The goal was to get people to donate for Missing Children Europe, with an idea based on the known motto: you'll scratch my back and I'll scratch yours.
Rather than just inciting people to donate money through emotional communication, it is better to simply give them something in return that they really want.
The metaphorical link between missing stickers and missing children was a good opportunity to do that.