Title | CARITAS "KEYS OF HOPE" |
Brand | DEUTSCHE CARITAS / CARITAS INTERNATIONAL |
Product/Service | WORLDWIDE HELP FOR PEOPLE ON THE RUN |
Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
Entrant
|
BBDO GROUP GERMANY Düsseldorf, GERMANY
|
Idea Creation
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BBDO GROUP GERMANY Düsseldorf, GERMANY
|
Media Placement
|
OMD GERMANY Düsseldorf, GERMANY
|
PR
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KETCHUM PLEON Düsseldorf, GERMANY
|
Production
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COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
|
Production 2
|
CRAFTWORK Düsseldorf, GERMANY
|
Additional Company
|
BBDO LIVE Düsseldorf, GERMANY
|
Credits
Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
Darren Richardson |
BBDO Düsseldorf GmbH |
Chief Creative Officer |
Kristoffer Heilemann |
BBDO Düsseldorf GmbH |
Creative Managing Director / Executive Creative Director |
Marie Therès Schwingeler, Andy Wyeth, Konstanze Bruhns |
BBDO Düsseldorf GmbH |
Creative Director |
Kirsten Dey-Kanani |
BBDO Düsseldorf GmbH |
Art Director |
Ailton Henriques |
BBDO Düsseldorf GmbH |
Art Director |
Fabian Haumann |
BBDO Düsseldorf GmbH |
Senior Art Director |
Verena Schödel, Benjamin Kraus, Marvin Ruthmann, Janette Woelwer Anouk Huismann |
BBDO Düsseldorf GmbH |
Account Team |
Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer |
Alexander Link |
BBDO Düsseldorf GmbH |
Digital Media Designer |
Michael Koch, Sarah Asic, Sabrina Niehuis |
CraftWork - a brand of ad agencyservices GmbH |
Producer |
Juhn Kim, Jason May, Claude Keller, Lina Montag, Samir Saad, Lukas Schmücker, Kai Thorarensen, Anna Wegiel |
CraftWork - a brand of ad agencyservices GmbH |
Editor |
Bradley Secker |
- |
Photographer |
Peter Lony, Ulla Vogel |
Cobblestone Filmproduktion GmbH |
Producer |
- |
CraftWork - a brand of ad agencyservices GmbH |
Post Production Company |
- |
TRO GmbH Music Services |
Music/Sound Design |
Ric Scheuss, Alexis Papandimitriou |
TRO GmbH Music Services |
Music/Sound Supervisor |
Charlie Crane |
c/o Cobblestone Filmproduktion GmbH |
Director |
John Barr |
c/o Cobblestone Filmproduktion GmbH |
Director of Photography |
Tobias Saul |
- |
Typographer |
Bernhard Burg, Dörte Reintgen-Krombusch |
BBDO Düsseldorf GmbH |
Print Producer |
The Campaign
The Keys of Hope campaign was based on one small insight that gives a more human perspective to one of the biggest tragedies of our time: While refugees have to leave everything behind, there is one thing they all take with them – their house keys – a symbol of hope that one day, they will return.
The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, photographs and videos reveal the motivations of those fleeing their homes, none of which are economic. Campaign viewers would get to know people just like them, who had hopes, dreams, happiness, and a home they didn’t want to leave.
Campaign Success
The Keys of Hope campaign was implemented over the course of 6 weeks and consisted of 1 live art exhibits, and paid media worth 322.980€. Bloggers and influencers accounted for several articles and mentions.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign worked. People found and engaged with the Key of Hope prints and biographical films. They were engaged online via social, PR, and blog posts. They connected and shared the stories with their peers, generating 300% more traffic to the donation platform. Sponsored Media Placements all over national TV resulted in a reaching over 17 million people. But most important of all, the public debate changed, turning an anonymous mass of refugees back into human beings. It has given hope to people who need help.
Explain why the method of promotion was most relevant to the product or service
The campaign was dependent on completely voluntary consumer interaction in both online and offline spaces. People could attend a live art exhibition, immersing themselves in refugee stories via print portraits and video biographies. They could also explore the full spectrum of work online, with links for sharing throughout the digital platform, social media, and traditional outreach media. But unless this interaction moved them emotionally, the campaign would not have moved the needle. It was the willingness of bloggers, influentials, and the general population to abundantly share and tag the stories, raising awareness and donations, thus making the campaign a success.
• Target audience
The campaign was aimed widely at Europeans - everyone affected by the refugee crisis. Benevolent art enthusiasts were the target focus for the live art exhibition. Bloggers and digital influentials were selected and targeted in an effort to harness their extensive influence to engage people in the digital Keys of Hope content.
• Approach
National TV, print, & PR, directed people to a robust digital platform and live art exhibit that gave the Keys of Hope stories the space they weren’t getting in mass media. All activations allowed for simple and direct donations. Bloggers, influencers, and people all over the social web used the hashtag #keysofhope to further awareness.