Advertiser: MAGNA
Agency: ISTROPOLITANA OGILVY
Category: Best Use of Integrated Media
Advertising campaign: HERE AND NOW
Creative Director: Peter Darovec (Istropolitana Advertising)
Programmer: Jan Kucera (Istropolitana Advertising)
Copywriter: Matus Priehoda (Istropolitana Advertising)
Art Director: Michal Mazan (Istropolitana Advertising)
Art Director: Peter Baslik (Istropolitana Advertising)
Copywriter: Rado Olos (Istropolitana Advertising)
Account Manager: Tatiana Kravcenko (Istropolitana Advertising)
Execution
In every used media channel we gave the people chance to help immediately - here and now. And they were thanked soon afterwards on TV and on radio as well. Outdoors, we used special citylights that changed screens right after the SMS with a special code was sent. We gave them the feeling that it is really easy to help even if you are thousands of miles away.
Effectiveness
By the 'Here and now' campaign, organization Magna Deti v nudzi launched a new program of supporting its humanitarian projects by the means of monthly SMS donations. Just during the first weeks of the campaign Magna gained 100% new regular donators. Thanks to the campaign the complete income from individual donators raised by 25% in 2012. Since the establishment of the Magna organization this is its most successful campaign.
Strategy
Magna is a central European humanitarian organization helping children situated the riskiest places of the Earth. Raising money for their work is a really tough job. The topic of starving children in Africa became a bit of cliché and our task was to change it and put people in a position where they can a therefore help - here and now. Instead of classic advertising campaigns shot months in advance, we produced an authentic documentary showing real kids with real issues aired in the commercial break live from South Sudan.