Salvation Army: The Thermometer That Gets Cold

Credits & Description:

Title: The Thermometer That Gets Cold
Agency: Wmccann
Brand: The Salvation Army
Country: Brazil
Advertising Agency: Wmccann, Rio De Janeiro
Entrant Company: Wmccann, Rio De Janeiro
Media Agency: Wmccann, Rio De Janeiro
Pr Agency: Wmccann, Rio De Janeiro
Production Company: Wmccann, Rio De Janeiro
Additional Company: Wmccann, Rio De Janeiro
Chief Creative Officer: Washington Olivetto (Wmccann)
Creative Director: Fabio Onofre (Wmccann)
Creative Director: Nicolás Romanó (Wmccann)
Copywriter: João Quartucci (Wmccann)
Art Director: Mateus Cerqueira (Wmccann)
Business Director: Marcio Borges (Wmccann)
National Creative Director: Guime Davidson (Wmccann)
Strategy:
We had the enormous challenge to convince the entire population of Rio de Janeiro to donate warm clothes for those in need.And for that, we needed to ensure the highest awareness and frequency for the message during a very short period of the year: Rio de Janeiro’s winter. And all the data possible had a role solving this problem. So we took advantage of one of the coldest weeks of the year to hit the streets in a new media platform in the city.We spread 70 thermometers around the city, that reaches 4 million people for week. But we had to be sure that our message was only viewed in cold areas of the city. So each thermometer, had its own data and the power to impact each and everyone only when the weather fits. This way we impacted people right when they were feeling cold on the street.
Outcome:
Rio de Janeiro doesn’t get very cold during the year. That’s why people don’t have the habit of donating warm clothes. This campaign impacted 4 million people on the street, registered 25% more new donors. And we changed people’s behaviours, making them donate more than 500kg of warm clothes in one week.
Synopsis:
Rio de Janeiro doesn’t get very cold during the year. That’s why people don’t have the habit of donating warm clothes. But for the city’s underprivileged, winter can be very tough.And that’s the season the Salvation Army needs more donations than ever before. But how could we raise warm clothes with a low media investment?The campaign’s main goal was not only to raise awareness about donating warm clothes, but also making people donate them.
Campaign Description:
We decided to ask for donations at the best moment to move people: when they were feeling cold.In order to do that, we used street clocks, that already has real time data about weather, in an innovative way. For the first time, the message displayed interacted with the weather. As the temperature dropped, so did the girl, revealing the donation request.