Orbis: OPERATION PHEONIX

Credits & Description:

Advertiser: ORBIS HK
Agency: OGILVY & MATHER GROUP HONG KONG
Category: Best Low Budget Campaign
Advertising campaign: OPERATION PHEONIX
Creative Director: Alvin Lim (Ogilvy & Mather Group Hong Kong)
Art Director: Jifang Pan (Ogilvy & Mather Group Hong Kong)
Chief Creative Officer: Reed Collins (Ogilvy & Mather Group Hong Kong)
Photographer: Joe Lam (Rayman Photography)
Executive Creative Director: Simon Handford (Ogilvy & Mather Group Hong Kong)
Associate Creative Director: Richard Sorensen (Ogilvy & Mather Group Hong Kong)
Executive Creative Director: Sandy Chan (Ogilvy & Mather Group Hong Kong)
Art Director: Sonny Tjahjadi (Ogilvy & Mather Group Hong Kong)
Business Director: Matthew Leem (Ogilvy & Mather Group Hong Kong)
Account Executive: Olivia Paul (Ogilvy & Mather Group Hong Kong)
Associate Account Director: Paul Lam (Ogilvy & Mather Group Hong Kong)
Senior Art Director: Alvin Lim (Ogilvy & Mather Group Hong Kong)
Retoucher/Illustrator: Janis Ng (Rayman Photography)
Designer: Robin Lee (Ogilvy & Mather Group Hong Kong)

Client Brief Or Objective
The Orbis DC-10 flying eye hospital has been saving sight in some of the world’s most remote parts for over 20 years. But it’s an expensive operation. Planes constantly need new parts and Orbis needed funds to keep the mission flying.

Execution
ORBIS is widely recognized for its plane – the world’s only flying eye hospital. We gave every person in Hong Kong the chance to put ORBIS back into the skies and at the same time, receive their very own piece of aviation history.

Outcome
These unique pins were sold primarily through direct mail to the ORBIS donor database. Since the pins had such variety, we tiered them into different price brackets. The simpler ones featuring plain aviation materials, were sold at a standard price, but the more distinctive ones featuring e.g. aeronautical emblems and unique markings were sold at a premium. Orders could be made by direct response, via the website, Facebook page or by phone inquiry.With a $150,000 budget, we raised a $6.5m profit and created a whole new way to keep this amazing charity service up in the air for years to come.

Implementation
We asked one question. What happens to the old parts? It turns out they are typically sent for scrap. Old Parts For New aims to turn the decommissioned parts into collectable pieces of aviation history. We started by making tens of thousands of collectable badges from bits of the old fuselage, wings and even the old life jackets.