Category: Charities
Advertiser: CARITAS
Product/Service: CARITAS
Agency: OGILVY SPAIN/BASSAT OGILVY
Executive Creative Director: Camil Roca (Bassat Ogilvy)
Executive Creative Director: Oscar Pla (Bassat Ogilvy)
Copywriter: Nacho Magro (Bassat Ogilvy)
Art Director: Francesc Talamino (Bassat Ogilvy)
Agency Produccer: Eva Vazquez (Bassat Ogilvy)
Account Director: Lourdes Llorens (Bassat Ogilvy)
Account Director: Tania Schmitt (Bassat Ogilvy)
Media placement: Advertising Panels - Pedralbes Centre - 15 May 2012
Media placement: Advertising Panels - Palau de la Música de Barcelona (Barcelona Music Palace) - 15 May 2012
Describe the objective of the promotion.
As in 2011, we are in another year of crisis. That’s why Cáritas needs more donations (monetary) to be able to help more people in need.
Describe how the promotion developed from concept to implementation.
The best way of attracting donations is in person, so people don’t have to ring a number, send an SMS, go onto a website, or deposit money in a bank account. So we decided to convert the advertising panels into 'donation panels'. In this way, people could make a donation when they saw the ad and could do it immediately. The panel also carried a message appealing to people’s solidarity and good faith.
Explain why the method of promotion was most relevant to the product or service.
In several shopping centres in Barcelona, such as the Pedralbes Centre, and in the Palau de la Música (Music Palace) on the day of the campaign launch.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Thanks to this action Caritas received more donations (€34,652) to help more people during this year of crisis.