Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: P&G
Product/Service: VICKS
Agency: PUBLICIS NEW YORK
Chief Creative Officer: Rob Feakins (Publicis New York)
Executive Creative Director: Joe Johnson (Publicis New York)
Creative Director: Carlos Figueiredo (Publicis New York)
Director Of Broadcast Production: Nadia Blake (Publicis New York)
Art Producer: Samantha Jaffoni (Publicis New York)
Project Manager: Marie Palomeque (Publicis New York)
Global Equity Director: Tim Carlisle (Publicis New York)
Management Supervisor: Leah Tanner (Publicis New York)
Account Executive: Yin He (Publicis New York)
Executive Producer/Music And Sound: Ian Jeffreys (Butter.)
Chief Creative Officer: Hank McLendon (Possible Worldwide)
Chief Marketing Strategist: Marc Connor (Possible Worldwide)
Executive Creative Director: Lucas Peon (Possible Worldwide)
Senior Management Supervisor/Client: Tracey Ireland (Possible Worldwide)
Creative Director: Nick Schultz (Possible Worldwide)
Creative Director: Pat Morgan (Possible Worldwide)
Copy Director: Margaret Russo (Possible Worldwide)
Art Director: Jason Langdon (Possible Worldwide)
Senior Designer: Chris Kowalak (Possible Worldwide)
Animator: Paul Dehmer (Possible Worldwide)
Media placement: Internet - Website - 2 January 2012
Describe the brief/objective of the direct campaign.
We set out to make people aware of the pneumonia crisis—a disease that kills 1.5m children every year. That’s more than AIDS, malaria and measles combined.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
If you can breathe, you can donate. By simply blowing up a virtual balloon, you can donate your breath to a child that can barely breathe. It’s incredibly easy, just blow into your computer’s microphone.
Explain why the creative execution was relevant to the product or service.
The Vicks tagline is Breathe life in. Our mission is to improve life one breath at a time. The Breathe for Life Pneumonia Project brought that mission to life.
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.
We launched the project in a small test market in Spain with an initial goal of 20,000 balloons. Within 2 months, people had blown up and donated over 300,000 balloons. Each person spent an average of 1.5 minutes during the interaction. We helped Save the Children deliver life-saving aid. Thousands of children are being saved and thousands more are now aware of the pneumonia crisis.