Category: Best Use of Ambient Media: Small Scale
Advertiser: BENEVA FOUNDATION
Product/Service: BENEVA FOUNDATION
Agency: JANDL
Creative Director: Pavel Fuksa (JANDL)
Copywriter: Eugen Suman (JANDL)
Art Director: Alexis Blanco (JANDL)
Account Manager: Martin Janik (JANDL)
Media placement: Special Ambient - 30 Flower Shops - 15 Aug 2011
Insights, Strategy & the Idea
Beneva Foundation wanted to raise awareness on the fact that 1 in 6 women get abused in Romania. Our target are men of all ages and shapes. Giving flowers to women is a very wide-spread habit in Romania, basically every occasion - no matter how small - requires flowers to be given to the host if she's a woman. So that means that the best way to get to our target would be when he's thinking about doing something nice for women - that would be the best time to serve them our message, and make sure they remember it. Which is why we decided to go to flower shops in the most crowded areas in Bucharest.
Creative Execution
So we've already established that we'll go into flower shops - but how do we make sure people see our message? Since people are browsing the flowers, and checking all of them out, to make sure they pick the right ones, we invented a bouquet that, instead of flowers, had a baseball bat - as a metaphor for violence towards women. The bouquet had a card attached, and on the card people would read: "1 in 6 women gets abused instead of getting flowers. Get involved on www.beneva.ro". Also, when buying their normal flowers, they would also receive this card. So we got them at the right time and at the right place in order to maximise our low-budget efforts.
Results and Effectiveness
We started with less than €1000. The results were overwhelming - we were featured on the most watched morning show in Romania, countless blogs and websites talked about the initiative, loads of discussions on Facebook as well, the owner of the foundation was invited for a video interview for the online version of one of the most respected newspapers, "Romania Libera", Cocor Media offered us free space for the campaign visuals. All in all, the client estimates a free media value of approx. €200,000. Website traffic increased with 70%, while volunteering offers increased with 65%.