Category: Charities
Advertiser: WE ARE WATER FOUNDATION
Product/Service: WATER FOUNDATION
Agency: TIEMPO BBDO
Creative Director: Jordi Comas (Tiempo BBDO)
TV Production Manager: Anna Morell (Tiempo BBDO)
Copywriter: Juan Fernández (Tiempo BBDO)
Art Director: David Freixanet (Tiempo BBDO)
Strategy/Communication Executive Director: Bibiana Del Alcázar (Tiempo BBDO)
Strategy/Communication Executive Director: Pepa Bartolomé (Tiempo BBDO)
Strategy/Communication Supervisor: Rosa B. Roy (Tiempo BBDO)
Communication Manager: Xavier Torras (Roca)
Copywriter: Álber Fernández (Tiempo BBDO)
Chief Creative Officer: Siscu Molina (Tiempo BBDO)
TV Producer: Aldo Guenther (Freelance)
Media placement: Corporate Communication - Message Support Via Web - January to May 2011
Media placement: Corporate Communication - Message Support Via Press - January to May 2011
Describe the brief/objective of the direct campaign.
One of the Foundation’s main aims is to carry out actions of all kinds designed to mitigate the negative effects of the lack of adequate water resources in the most affected areas of the planet.
These actions are made possible by donations from people and organisations that have learned about the Foundation’s mission and the projects it carries out, and understood the seriousness of the problem. That is why one of the priorities of the Foundation in its first year was to publicise not only the Foundation as such, but also all the projects that were underway.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sought the concept 'Some messages should go round the world' that would justify a foundation like We Are Water 'taking part' in a sports event such as the BarcelonaWorldRace: a non-stop, round-the-world yacht race for crews of 2.
Eventually it was decided to turn the whole race into a communication medium. It arose as a chance to enhance the brand’s visibility, ended up by becoming an adventure in which the main goal was to take the Foundation’s message right round the world. Only in this way would it increase the donations it received and thus be able to continue.
Explain why the creative execution was relevant to the product or service.
Everything the We Are Water ship did was under the concept of 'Some messages should go round the world'.
During the race, whenever the yacht crossed a meridian where the Foundation was supporting a project, the crew and members of the NGOs sent a message of support via internet and press. We broadcast the whole journey live in a 14-chapter online documentary for more than 4 months. We set up a website with a logbook and an interactive map where users could make donations and leave messages of support for the crew.
We showed that even in extreme conditions minimum water consumption is possible.
Eventually it was decided to turn the whole race into a communication medium.
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.
A Spanish ship sailing round the world in the Barcelona World Race, starting from and returning to Barcelona, captures the attention of the country’s media and the international media, as there is no other round-the-world, 2-person-crew race only for sailing boats. In summary:
€116.250 collected, enough to keep the foundation working
Coverage by 1,290 media from all over the world, advertising value €1,282,095.92.