FRIENDS OF THE SWIFTS NPO: SAVED BY SOUND

Credits & Description:

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: FRIENDS OF THE SWIFTS NPO
Product/Service: CONSERVATIONISM
Agency: DRAFTFCB + SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Apr 14 2011
Entrant Company: DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Entry URL: http://www.sisimlive.com/smsisim/
Executive Creative Director: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)
Creative Director: Kobi Barki (Draftfcb+Shimoni Finkelstein Barki)
Associate Creative Director: Tomer Ciubotaru (Draftfcb+Shimoni Finkelstein Barki)
Account Director: Yosefa Galante (Draftfcb+Shimoni Finkelstein Barki)
Interactive Director: Racheli Ben Avi (Draftfcb+Shimoni Finkelstein Barki)
Copywriter: Kobi Barki,Tomer Ciubotaru (Draftfcb+Shimoni Finkelstein Barki)
Art Director: Ravit Sahar (Draftfcb+Shimoni Finkelstein Barki)
Flash Designer: Shimi Kuperly (Draftfcb+Shimoni Finkelstein Barki)
Account Manager: Shany Marinberg (Draftfcb+Shimoni Finkelstein Barki)
Producer: Eti Naaman (Draftfcb+Shimoni Finkelstein Barki)
Sound Studio: (Signal Sound)
Media placement: Radio - Shapa Network - 8 April 2011
Media placement: Minisite - Internet - 8 April 2011
Describe the brief/objective of the direct campaign.
Background: Swifts are birds facing extinction because they don't have enough places to nest.
Brief: To guarantee a future for the Swifts, our client asked us to help him locate the places where new nests were most needed.
Challenge: Find and identify the largest concentration of Swifts so new nests could be installed.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Idea: Save the Swifts by sound.
Working together with the country’s leading radio stations, we ran a radio campaign that brought listeners one crucial piece of information: Swifts make a highly identifiable sound. Instantly recognizable.
The spots asked listeners to do something really simple:
Hear the sound. Identify the sound. Tag the sound by texting your location.
SMS reports with addresses sent in, were immediately fed into a real time Google Earth based minisite.
On the map, Swifts concentrations began to appear, making the solution visible and actionable.
All that was left to do was install additional nests where needed.
Explain why the creative execution was relevant to the product or service.
Sound can be a powerful trigger. Using radio spots to educate listeners about the sound Swifts make and how reporting hearing the sound could help save these birds, felt like a natural and powerful match.
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.
Hundreds of reports streamed in.
Over 200 bird concentrations were identified.
The project not only pinpointed places where new nest needed to be installed
it gave our client a product. A research tool they will be able to use for years to come.
While the problem had been highly audible, we made the solution highly visible.