Graacc: THE GREAT BANNER SALE

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: GRAACC

Product/Service: NON GOVERNMENT ORGANISATION

Agency: OGILVY BRASIL

Date of First Appearance: Feb 3 2011

Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL

Entry URL: http://www.shakemelikeascroll.com/bannersale

Vice President/Executive Creative Director: Anselmo Ramos (Ogilvy)

Creative Director: Alexandre Ravagnani (Ogilvy)

Creative Director: Reinaldo Cesar (Ogilvy)

Creative Director: Cassiano Saldanha (Ogilvy)

Creative Director: Daniel Bottas (Ogilvy)

Copywriter: Pedro Fernandes (Ogilvy)

Copywriter: Flavio Tamashiro (Ogilvy)

Art Director: Nasser Said (Ogilvy)

Art Director: Lucas Osis (Ogilvy)

Art Director: Bernardo Correa (Ogilvy)

Account Director: Ana Luisa Sales Mahfuz (Ogilvy)

Account Manager: Thaiane Garcia (Ogilvy)

Motion Supervisor: Rubens Angelo (Ogilvy)

Motion Designer: Thiago Bancaro (Ogilvy)

Digital Operations Manager: Jose Carlos Tinoco (Ogilvy)

IT Supervisor: Juscelino Vieira (Ogilvy)

Project Manager: Luis Fernando Carvalho e Silva (Ogilvy)

Media Director: Marcos Cabrera (Ogilvy)

Media Manager: Rogerio Faleiro (Ogilvy)

Media Manager: Caio Monteiro (Ogilvy)

Media placement: Websites /media Display - Yahoo!, Terra, Globo.com, Estadao.com, Abril.com, IG, R7.com, IDG Now And Other Websites. - February 3rd 2011

Media placement: News Websites / PR - Propmark, MMonline, BlueBus, Gizmodo, AdNews - February 3rd 2011



Insights, Strategy & the Idea

GRAACC is a hospital that offers free treatment for children and adolescents with cancer. To continue its work, the institution needs to get new donors and raise donations each month. But how to increase awareness about this issue? By inviting people to the Great Banner Sale.



Creative Execution

For GRAACC’s World Cancer Day campaign, major websites donated valuable media space to the institution. With that in mind, we decided to resell these banners to users instead of just advertising on them. So we came up with the idea: The Great Banner Sale. People and companies were invited by email to buy these banners. On the campaign landing page, they purchased and customized their banners. Buyers could pay whatever they wanted (buying a banner = making a donation to GRAACC). Major websites displayed the banners for a whole week and all the money was directed to GRAACC.



Results and Effectiveness

The Great Banner Sale had little cost and great results. With the participation of users, the campaign got awareness to the institution’s work against children’s cancer. Banners added up to 3 million impressions, the number of unique donors increased 2566% and money raised was 260% higher compared to the same period in 2010.