Title | MOST WANTED |
Brand | ANIMAL PROTECTION THE NETHERLANDS |
Product/Service | ANIMAL PROTECTION |
Category |
C02. Use of Social in a PR campaign |
Entrant
|
FAMA VOLAT Eindhoven, THE NETHERLANDS
|
Idea Creation
|
FAMA VOLAT Eindhoven, THE NETHERLANDS
|
Production
|
FAMA VOLAT Eindhoven, THE NETHERLANDS
|
Credits
Jeroen Manders |
Fama Volat |
Creative Director |
Levi Sars |
Fama Volat |
Creative Director |
Joris Raaijmakers |
Fama Volat |
Creative Director |
Niek Jansen |
Fama Volat |
Creative |
The Campaign
Like any good weatherman we started with observing.
Not the sky, but the most shared content on social media.
The Dutch massively engage with, locally, targeted ‘Most Wanted’ crime videos.
So we created our own ‘Most wanted’ video with a twist.
Deliberatly luring people in and evoking typical reactions.
Execution
No media budget was used for this campaign. €0,- was used for this production. Filmed with real security cameras. This way of producing a video is besides good for the credibility of the idea also a very cheap way to create effective content. Money was saved for protecting animals.
Reach; 6.000.000 in 24h (1/3 of the Dutch population)
Published on major Dutch online platforms (Linda, Metro, Police, AD, Dumpert, Glamour, Libelle)
Broadcasted on 2 of Hollands Biggest late night shows (Jinek and RTL late night). Total media exposure resulted in 3.2 million Euro.
Most important. No dogs died in oven hot cars during the hot week when the film was broadcasted.
The Situation
Because it was launched at the right moment. It was going to be a hot week in june. During hoot weather a lot of accidents with dogs left incarcerated do happen. Another reason was the popularity on Facebook for Most Wanted videos.
The Strategy
We teamed up with the National Police Force to spread the video. This ensured that the video would be perceived as more authentic and believable.