TURKEY DASH

Short List
ClientPAY PAL
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
TitleTURKEY DASH
Product/ServicePAYMENT PLATFORM
Entrant HAVAS MEDIA London, UNITED KINGDOM
Idea Creation CRISPIN PORTER BOGUSKY+ London, UNITED KINGDOM
Media Placement HAVAS MEDIA London, UNITED KINGDOM
Media Placement 2 CHANNEL 4 London, UNITED KINGDOM
Credits
Name Company Position
Dave Newbold Crispin Porter + Bogusky Creative Director
Alex Budin Crispin Porter + Bogusky Creative lead and Head of Tech
Jim Eyre Crispin Porter + Bogusky Creative Director
Chun Tung Crispin Porter + Bogusky Creative Lead + UX designer
Kostie Kontorravdis Crispin Porter + Bogusky Junior Creative Team
Hugh Tarpey Crispin Porter + Bogusky Head of Design
Kat Wozniak Crispin Porter + Bogusky Designer
Luke Sneddon Crispin Porter + Bogusky Designer
Chris Chapman Crispin Porter + Bogusky Senior Integrated Producer
Mark Boyd Crispin Porter + Bogusky Business Director
Susan Grant Crispin Porter + Bogusky Head of Business
Trudi Harris Crispin Porter + Bogusky PR Director

Why is this work relevant for Media?

This campaign is about creating a media event, leveraging entertainment to create a cultural following for an important cause. It goes to the heart of understanding media in terms of a viewer experience, not just leveraging media channels appropriately but also creating a media property. Furthermore it is unique in creating a live event and narrative for viewers to engage with and in establishing a new platform for charities to engage a younger following.

Background

Charities rely on cash, especially at Christmas. Whilst 2016-7 saw charity increase in the UK (61% of people donated £9.7b), among 18-34’s this was increasingly time, not money (eg 23% of students volunteer). 2017 also saw cash became the minority payment (46% transactions), especially among 18-34s who turn from the high street to their phones at Christmas. PayPal doesn’t believe that cashless should mean heartless. PayPal launched the ‘PayPal Giving Fund’, an independent charity operating with PayPal’s support, enabling all donations to go straight to charities without charges. This is activated through the ‘Donate’ button on the PayPal app. Whilst PayPal commands huge awareness, our challenge was comprehension of this offering among an audience for whom the perception of ‘the button on eBay’ still persisted. Our objectives were: • Awareness and usage of the donate button • To increase charitable donations at Xmas

Describe the creative idea/insights

Among our younger demographic we needed to take the battle for donations off the high street. The impulsive pound in a tin is not how they operate. Charity begins at home, we identified an evening of Christmas television as a new giving moment. Here people are happy, have their phone (donate button) in hand and, thanks to the likes of John Lewis ads, have an empathetic, giving spirit. But we needed more than a tug on the heartstrings, something people could be part of and feel positive about effecting change. Cue Turkey Dash. Working with Aardman Animations (producers of Wallace & Gromit) Turkey Dash was a race with eight animated turkeys, each representing a charity, powered by donations – the more cash, the faster dash. Our challenge was to turn this into an event. Something that could in time as much a part of Xmas as the coke lorry.

Describe the strategy

We needed to turn Turkey Dash into a cultural media event for 18-35 audience and to create a platform to allow charities to get the British public behind them. Working with Channel 4, who offer key appointment programming for our audience and a proven track record in unique sports coverage, we created a live 2 minute TV spot for the main race. Support for the race was driven over three weeks. TV content launched the activity and show the progress of the competing Turkeys in regular viewer spots. On social media, we made IP assets available for the charities to use in their own platforms creating cultural adoption and a competing vibe. We worked with eight PPGF partner charities (Blue Cross, RNLI, CLIC Sargent, LGBT Foundation, Sue Ryder, Royal British Legion, Save the Children, and Mental Health Foundation) offering a wide range of causes to maximize the breadth of appeal.

Describe the execution

We launched on Giving Tuesday – after Cyber Monday, setting the turkeys lose across TV, Social and Digital, with an animated Scarlett Moffatt, star of Channel 4’s Gogglebox , training the turkeys and encouraging viewers to get involved. The charities were all off the blocks immediately, building support for their, um, athletes. All donations ‘trained’ turkeys and ‘Bootcamp’ spots across Channel 4 and social showed their progress. Donations were valid right up?to the live event which ran, appropriately, in Jamie & Jimmy’s Friday Night Feast and fronted by Channel 4 F1’s Steve Jones with Steve Cram doing the voice over for sporting gravitas. Viewers tuned in to see Captain McStuffing win it by a giblet, accompanied by a Facebook Live event with representatives from all eight charities joining the celebration. Turkey Dash connected to 76% of 18-34s an average seven times and 1.3M people tuned in for the race.

List the results

• PayPal charity awareness increased from 8% to 13% • donate button usage rose from 26% to 33% - that’s a lot of people who can continue to keep giving. • 47% of people exposed to the campaign supported a Turkey • All donations went to the PayPal Giving Fund which ensured charities received 100% of the money raised. • In total Turkey dash raised a whopping £177k, an increase of +978% for the eight featured charities against the same ‘Giving Tuesday’ period in 2016. The activity deepened relationships with charity partners and has significantly increased interest from other charities wishing to get involved in make this a regular annual event and promoting of the PayPal donate button. It’s also established a new base of supporters for charities to continue to activate and hopefully ensure that a cashless generation can continue to keep giving