Category: Titanium and Integrated
Advertiser: AACD
Product/Service: DISABLED AWARENESS
Agency: FISCHER AMERICA COMUNICAÇÃO TOTAL
Date of First Appearance: Mar 17 2011
Entry URL: http://heyholetsgo.nu/aacd404/
Head Of Convergence: Pedro Porto (Fischer Fala)
Creative Director: Rafael Merel (Fischer Fala)
Creative Director: Marcelo Fedrizzi (Fischer Fala)
Copywriter: Bruno Mendonça (Fischer Fala)
Art Director: Artur Polatti (Fischer Fala)
Media placement: Website - Brainstorm #3 - 03/17/2011
Describe the campaign/entry
The Association for Assistance to Disabled Children, known as AACD, helps thousands of people every month, but they still have a line of 32,000 children waiting for treatment due to lack of funding. The association asked for a campaign to increase awareness and instigate donations, but instead of a campaign, we created a new donation platform for them.
Describe how the campaign/entry was launched across each channel in the order of implementation
The idea was to engage website owners to donate their 404 error page – the page that all users see when they try to access a broken link – and start using the AACD’s 404 page, that includes a link to the association webpage for those who wanted to contribute to their cause.
Give some idea of how successful this campaign/entry was with both client and consumer
More than 100 relevant websites and 5 top brazilian portals started using AACD 404 page; the massive engagement through social media made AACD 404 become a trending topic on Twitter less than six hours after the campaign’s launch; the association received more than USD 300,000 in spontaneous media over one month. AACD’s website doubled the traffic after the campaign.