Advertiser: MAGNA
Agency: ISTROPOLITANA OGILVY
Category: Best Use of Screens
Advertising campaign: HERE AND NOW
Creative Director: Peter Darovec (Istropolitana Advertising)
Art Director: Peter Baslik (Istropolitana Advertising)
Account Manager: Tatiana Kravcenko (Istropolitana Advertising)
Programmer: Jan Kucera (Istropolitana Advertising)
Copywriter: Matus Priehoda (Istropolitana Advertising)
Art Director: Michal Mazan (Istropolitana Advertising)
Copywriter: Rado Olos (Istropolitana Advertising)
Effectiveness
By the 'Here and now' campaign, organization Magna Deti v nudzi launched a new program supporting its humanitarian projects through monthly SMS donations. Just during the first weeks of the campaign Magna gained 100% new regular donators. Thanks to the campaign the complete income from individual donators raised by 25% in 2012. Since the establishment of the Magna organization, this has been its most successful campaign.
Strategy
Magna is Central European humanitarian organization helping children in the riskiest places of Earth. Raising money for their work is a really tough job. The topic of starving children in Africa became a bit of cliché and our task was to change it and to put people in position where they can therefore help - here and now. Instead of classic advertising campaigns shot, months in advance we produced an authentic documentary showing real kids with real issues aired during the commercial break live on the same day from South Sudan.
Execution
We created an experience that aired in the commercial breaks during prime time television. Firstly, before the main evening news, people were asked to save a real child in Africa by sending a contribution via SMS. Later, after the news, they were thanked for doing so - all directly from the organization's founder from Africa.