| Eurobest, 2014 | ||
|---|---|---|
| Media | USE OF MEDIA: USE OF AMBIENT MEDIA: SMALL SCALE | Bronze Eurobest |
| D&AD Awards 2015 | ||
| Digital Marketing | Tactical Digital Marketing | Graphite Pencil |
| Direct | Direct Response/Digital | Wood Pencil |
| Direct | Direct Response/Ambient | Graphite Pencil |
| One Show 2015 | ||
| Direct | Direct Marketing / Ambient Media | Bronze Pencil |
| The New York Festival, 2015 | ||
| Avant-Garde | Avant-Garde | THIRD PRIZE AWARD |
| Clio Awards 2015 | ||
| Innovative | Public Service: Innovative | Bronze |
| Integrated Campaign | Public Service: Integrated Campaign | Bronze |
| LIA (London International Awards), 2015 | ||
| Integration | Integration | Bronze Winner |
| Circle Awards 2015 | ||
| Outdoor | Best Use Of Medium* - Single | Bronze |
| Outdoor | Best Special Build - Single | Bronze |
| Experiential | Best Event/Product Launch - Single | Bronze |
| Experiential | Best Use Of Ambient/Guerilla - Single | Gold |
| Experiential | Best Brand Activity At A Public Event - Single | Gold |
CLIENT DEPAUL UK
PRODUCT HOMELESSNESS CHARITY
ENTRANT PUBLICIS LONDON, UNITED KINGDOM
TYPE OF ENTRY USE OF MEDIA
CATEGORY USE OF AMBIENT MEDIA: SMALL SCALE
TITLE SPOT 4 SALE
PRODUCT/SERVICE HOMELESSNESS CHARITY
ENTRANT COMPANY PUBLICIS LONDON, UNITED KINGDOM
ADVERTISING AGENCY PUBLICIS LONDON, UNITED KINGDOM
ANDY BIRD PUBLICIS LONDON EXECUTIVE CREATIVE DIRECTOR
JASON MOUSSALLI PUBLICIS LONDON CREATIVE
ADAM BALOGH PUBLICIS LONDON CREATIVE
WILL ARNOLD/BAKER PUBLICIS LONDON MANAGING DIRECTOR
MATT GAINSFORD PUBLICIS LONDON ACCOUNT MANAGER
ANTHONY HARRIS PUBLICIS LONDON STRATEGIST
LOUIS DE LA MORINIERE PUBLICIS LONDON STRATEGIST
DEBBIE BURKE PUBLICIS LONDON OPERATIONS DIRECTOR
COLIN HICKSON PUBLICIS LONDON AGENCY EXECUTIVE PRODUCER
SIMON FROST NA EDITOR
Results and Effectiveness
Results of the stunt far exceeded expectations. Not only was £570 pounds raised for Depaul UK, enough to keep a young person off the streets for 47 nights, traffic increased to the website 300% overnight. The stunt gained incredible traction, being written about on social media, blogs, national press, and international news sites. In total it generated well over £3,500,000 in terms of earned media (calculated on editorial ad rates) and raised the profile of Depaul UK online by 5700%. It did all this at a cost of zero pounds.
Creative Execution
Every night in the UK, thousands of young people have to sleep rough, yet when Apple launches a new iPhone, thousands of other young people choose to. Our idea points out this irony using a very original medium. This idea is particularly appropriate to Depaul UK because it’s a charity that helps young people. In today’s world where young people are increasingly more connected, the people Depaul UK helps are increasingly disconnected and left on the outside of society.
Insights, Strategy and the Idea
As a small charity that looks after young homeless people, Depaul UK don’t have the money to invest in large-scale campaigns. Our brief was to heighten awareness of the charity through any means possible, within a very tight budget. Our target demographic was 18-35 year olds; there is particularly low awareness of Depaul UK in this demographic, and they are one of the most desensitised groups to homelessness. Our desired outcome was a raise in awareness of the charity and to drive traffic to depauluk.org. Our idea was to piggyback the press attention we knew the launch of the new Apple iPhone 6 would receive and direct this attention towards to Depaul UK. We did this by reserving a spot in the queue outside London’s flagship Apple Store and auctioning this spot on eBay.