Advertiser: ACTION AGAINST HUNGER
Agency: HAPPINESS BRUSSELS
Category: Mobile Marketing
Advertising campaign: GIVE YOUR CALORIES
Graphic Designer/Flow Developers: Daniel Nino (Happiness Brussels)
Offline Producer: Bart Vande Maele (Happiness Brussels)
Film Director/Photography: Bob Jeusette (Happiness Brussels)
Consultants: Peter Ampe (Happiness Brussels)
Concept Provider: Ross McCurrach (Happiness Brussels)
Online Producer: Stijn Van Velthoven (Happiness Brussels)
: Sebastiaan Weyler (Bliss Interactive & Mobile)
Offline Producer: Sophie Gunsbourgh (Happiness Brussels)
Graphic Designer/Flow Developers: Jeremy Vandenbosch (Happiness Brussels)
Executive Creative Management: Karen Corrigan (Happiness Brussels)
Digital Strategy Manager: Maarten Breda (Happiness Brussels)
Concept Provider: Arnaud Bailly (Happiness Brussels)
Concept Provider: Cecilia Azcarate Isturiz (Happiness Brussels)
Executive Creative Management: Dominique Van Doormaal (Happiness Brussels)
Consultants: Isabel Peeters (Happiness Brussels)
Content/Strategic Planner: Joris Joosten (Happiness Brussels)
Client Brief Or Objective
Action Against Hunger is a non-profit organization commited to ending world hunger and restoring the world food balance.As their yearly fundraising event was cancelled, due to Hurricane Sandy, which landed when the event was due to proceed, they approached us to come up with a solution to make people donate to help restore the food balance in the world, and to make up for the donations they didn’t get due to Hurricane Sandy.
Execution
As Action Against Hunger has 4,600+ professionals in over 40 countries to carry out life-saving programs, they need all the money they can get. By making this app, we created an entirely new way of donating, that is close to the daily lives of people, and that is really easy to use. People can use the app as a diet solution as well as a helpful way to help undernourished people in the third world. Give Your Calories created a whole new era of feel-good for ordinary people who want to make a tangible difference in the world today.
Implementation
We created the Give Your Calories app, an app that lets you scan food via image recognition or barcode recognition, and automatically calculates and converts these calorific values into dollar values, which you can then choose to be donated in the app to do your bit for restoring the world’s food balance.We collaborated with 'Epic Meal Time' the number one online cooking show, with over 4.5m subscribers on YouTube, whose specialty is making huge calorie packed meals. For the launch of Give Your Calories they made a special episode of their online cooking show entirely devoted to the app.We launched the app, together with the 'Epic Meal Time' video, via a ‘cascade’ PR communications plan and real-time researched leaders, influencers and followers both in professional and citizen journalists.
Outcome
The special episode of Epic Meal Time was viewed over 825,000 times and was spread on major blogs and news sources. The comments and likes were hugely favourable, at time of entry 25,000 likes to 500 dislikes, so even Epic Meal Time, normally slandered for food waste, was given a pat on the back by their followers for doing good. Key comments were “it’s like Instagram but better”. With a social reach of over 5,000,000 impressions the campaign was very quickly spread and shared by key influencers, pushing the donations up, but essentially pushing awareness of the Action Against Hunger’s work on the field, making it the top of mind food charity, to a whole new social group, pushed to give for the first time, in a way relevant to them.Results 10 days after the launch of the application:• Downloads: 8,382• Calories donated: 194,819• Epic Meal Time Views: 825,476• Awareness: the idea appeared on major blogs and in online and offline media. MashableElleNew Media RockstarsFrequencyAll techie NewsDigitalSpyDigital Age TimeWorld News and Wire Social Media Reach: 5.6m