Category: Titanium and Integrated
Advertiser: MEXICAN RED CROSS
Product/Service: NATIONAL FUNDRAISING DRIVE 2011
Agency: JWT MEXICO
Date of First Appearance: Mar 1 2011
Chief Creative Officer: Manuel Techera (JWT)
Executive Creative Director: Enrique Codesido (JWT)
Creative Director / Copywriter: Leonardo Varela (JWT)
Copywriter: Jorge Ortega (JWT)
Copywriter: Alethya Heras (JWT)
Art Director: Abraham Navarrete (JWT)
Art Director: Mariela Rueda (JWT)
Art Director: Mauricio Aldana (JWT)
Agency Producer: Eduardo Muniz (JWT)
Agency Producer: Gilberto Amezquita (JWT)
Media placement: Dolls - Comercial Plazas - March 1st, 2011
Media placement: Crane Machines - Comercial Plazas - March 1st, 2011
Media placement: Television - National TV Networks - March 1st, 2011
Media placement: Outdoor - Billboards - March 1st, 2011
Media placement: Outdoor - Bus shelters - March 1st, 2011
Media placement: Press - Newspapers and Magazines - March 1st, 2011
Describe the campaign/entry
Every year, thousands of Red Cross volunteers walk the streets of Mexico with their collection boxes to support the organization's annual fundraising drive.
The focus of the 2011 campaign was about natural disasters. We needed to show that every single coin helps the Red Cross reach dangerous places in order to save lives.
We created a series of coin-op claw machines to dramatize the effect of donations. There were different stories where the timely intervention of the Red Cross helped the victims of different catastrophes.
Inside these machines, hundreds of dolls awaited being saved by people and their coins. This way, children learned that helping could be fun by taking part in these rescue stories.
Traditionally, claw machines make it hard to win, but this time, everyone wins… all the time.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign was launched in a ceremony conducted by Felipe Calderon (President of Mexico) and his wife. They inserted the first coin into one of the claw machines and saved the first doll from disaster.
After that, every newscast and paper commented on the event and a large amount of outdoor, press and television ads were released.
Give some idea of how successful this campaign/entry was with both client and consumer
Response to the campaign was huge. Thousands of children tried their luck at the machines and thousands of dolls were rescued.
Merely two days after the launch, the Mexican Red Cross had unprecedented media coverage worth 1.7 million dollars.
Donations increased by 7.5% compared to 2010.
The idea is now well set in society: coin by coin, we help the Red Cross save lives.