#HERO 2019

Title#HERO 2019
BrandSOS KINDERDÖRFER WELTWEIT
Product/ServiceSOS KINDERDÖRFER WELTWEIT
Category B03. Fundraising & Advocacy
Entrant SCHMITTGALL Stuttgart, GERMANY
Idea Creation SCHMITTGALL Stuttgart, GERMANY
Production STUDIO ULMER Stuttgart, GERMANY
Post Production STUDIO ULMER Stuttgart, GERMANY
Credits
Name Company Position
Gunther Brodhecker Schmittgall Werbeagentur GmbH Executive Creative Director
Kristin Grossmann Schmittgall Werbeagentur GmbH Art Director
Kristina Kull Schmittgall Werbeagentur GmbH Account Manager

Why is this work relevant for Branded Content & Entertainment?

At the first International Music Award, the SOS children’s villages international gave a spectacular start to an innovative way of attracting new donors. As a sponsor of the event, the SOS children’s villages international gave itself a contemporary image and drew attention to the event with its branded social media content.

Background

An event appearance at the International Music Award in Berlin served as a stage for a digital fundraising campaign.

Describe the creative idea

At the centre of the campaign is the SOS child Itumeleng "Tumi" Ralebitso from Lesotho. She came to an SOS children’s village when she was 11 years old, after her mother died. Today, she has a university degree and a job. With her song "thank you", Tumi thanked the SOS children’s villages international for her support in the preliminary programme of the event. After the IMA, the fans had the opportunity to do the same as their idols. In a viral fundraising campaign they could support the work of SOS children’s villages international. The motto: "Become the hero 2019 yourself! Help today to ensure that a child in need gets a loving home, education and medical care".

Describe the strategy

Before the event, the campaign was introduced with the #hero2019 via social media, banners and animations. At the evening of the event, the #hero2019 photo booth attracted attention to SOS children’s villages international inviting to take pictures with the claim “be there when heroes are born”. The present celebrities were engaged immediately for a good cause: they posed in front of the #hero2019 with their superpower-stars and shared their engagement on their social media accounts – digital donation button included.

Describe the execution

Before the event, the campaign was introduced with the #hero2019 via social media, banners and animations. At the evening of the event, the #hero2019 photo booth attracted attention to SOS children’s villages international inviting to take pictures with the claim “be there when heroes are born”. The present celebrities were engaged immediately for a good cause: they posed in front of the #hero2019 with their superpower-stars and shared their engagement on their social media accounts – digital donation button included.

Describe the outcome

SOS children’s villages international reached a completely new audience and became a #hero2019 itself. Not only visitors to the event, but also followers of the celebrities who donated made a contribution, thus increasing the reach and visibility of SOS children’s villages international.