Title	MIGRANTS ON AMAZON
Brand	AUBERGE DES MIGRANTS
Product/Service	AUBERGE DES MIGRANTS
Category	G06. Breakthrough on a Budget
Entrant	BETC Paris, FRANCE
Idea Creation	BETC Paris, FRANCE
PR	BETC Paris, FRANCE
Production	GENERAL POP Pantin, FRANCE
Production 2	LA-BO Paris, FRANCE

Name	Company	Position
Stéphane Xiberras	BETC	ECD
Matthieu Bouilhot	BETC	Copywriter
Vincent Lesne	BETC	Art Director
Bastien Sabot	BETC	Assistant art director
Fanny Perier	General Pop	Producer
Laurent Ferry	General Pop	Motion design
Adrien Brechaud	La-Bo	Music Supervisor
Sophia Conoscente	La-Bo	Sound design
Mercedes Erra	BETC	Agency Management
Catherine Emprin	BETC	Agency Management
Jeanne Libfeld	BETC	Agency Management
Sarah Gallitre	Auberge des Migrants	Brand Management

Why is this work relevant for Media?

TheAuberge des migrants is a French NGO that supports refugees stranded in the camps at the border between France and the UK. In 2020, donations hit a new low due to a lack of media coverage, and the pandemic. With no budget, we had to find a way to generate donations.To show that donating a few items can make a difference we wrote it down in the one place people shop: Amazon. We helped 10 migrants hijack Amazon by sharing their living conditions in the reviews of the products they needed the most.

Background

The French NGOAuberge des migrants supports the refugees stranded at the border between France and the UK. This year their living conditions got even worse with the sanitary crisis while the absence of media coverage made them almost invisible leading donations to hit historical lows.Our objective was simple: raise donations and awareness about the migrants’ living conditions, without any budget at all.

Describe the creative idea / insights (30% of vote)

To remind everyone that donating even a few items can make a difference we decided to write it down on the only place people shop during the sanitary crisis: Amazon. We helped 10 migrants from the camps hijack Amazon by sharing their living conditions directly in the reviews of the products they needed the most. All products were gathered in our Wishlist to generate donations.

Describe the strategy (20% of vote)

In this already difficult context for the migrants who are gradually falling into collective oblivion, the pandemic has only made things worse. Short-term volunteers could no longer offer their help in the field because of the lockdown and the donors, also impacted by the crisis, were less willing to make donations. Our strategy was to draw attention to the NGO by hijacking the website that has seen record numbers of visitors this winter: Amazon.

Describe the execution (20% of vote)

All the reviews were published from December 2020 to January 2021, intercepting people without being noticed by Amazon -10 migrants reviewed more than 100 products directly on Amazon -Growth hacking techniques made their reviews appear first on all commented articles. -All reviews were gathered in our wishlist.

List the results (30% of vote)

Production cost : 0 € Media budget : 0 € In 72 hours, the association received more in-kind donations than during the whole previous year. Jan. 2021 vs Jan 2020 in-kind donations: +2340 % the campaign got national and international coverage highlighting the living conditions in the refugee camp(over 82 million impressions)