Amnesty International: PARADE

Credits & Description:

Category: Direct Response Broadcast: TV, Radio & Infomercials

Advertiser: AMNESTY INTERNATIONAL

Product/Service: AMNESTY INTERNATIONAL

Agency: SEK & GREY

Date of First Appearance: Nov 22 2010

Entrant Company: SEK & GREY, Helsinki, FINLAND

Entry URL: http://www.amnesty.uxi.fi/parade/

Creative Director: Tommi Laiho (SEK & GREY Oy)

Copywriter: Sami Korjus (SEK & GREY Oy)

Art Director: Mikko Halonen (SEK & GREY Oy)

Art Director: Kim Sinisalo (SEK & GREY Oy)

Production Art Director: Minna Etsalo (SEK & GREY Oy)

Copywriter: Mikko Kaivo-Oja (SEK & GREY Oy)

Art Director: Juhamatti Murtomäki (SEK & GREY Oy)

Art Director: Anu Merenlahti (Amnesty International)

Director: Frank Johansson (Amnesty International)

Campaign Coordinator, Digital Media: Ilpo Kiiskinen (Amnesty International)

Media placement: Viral Video - See Attached - 22 November 2010



Describe the brief/objective of the direct campaign.

Amnesty “Parade”



Amnesty International wanted to create a viral video to promote the launch of its new SMS petition campaign.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

China is one of many countries notorious for the pervasive violation of human rights. The video combines actual footage of an official Chinese parade and re-scripted subtitles to make a powerful point. The aim was to express Amnesty's message in a dark, humorous and provocative way that encouraged viewers to share the video with their friends and online communities. In the end of the viral is activation, instructions how to be part of the SMS-petition. The link was sent out to our Twitter and Facebook followers to get the ball rolling.



Explain why the creative execution was relevant to the product or service.

Amnesty is well-liked among youth in Finland. We believed that they would share the viral if it was humorous enough.

It was also cheap and effective. Amnesty does not have a big budget.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Our goal was to get 10 000 people, who would be part of the petition ring. Viral was the first part of the campaign.

During that we got 2000 people. The viral was seen by 20 000 people, so the pull-percentage was pretty good.