Category: Charities
Advertiser: RED CROSS
Product/Service: RED CROSS
Agency: BBDO DENMARK
Creative Director: Tobias Lykke Aggergaard (BBDO Denmark)
Art Director: Mikael Furbo-Sørensen (BBDO Denmark)
Client Service Director: Thomas Sonberg (BBDO Denmark)
Graphic Designer: Susan Thor (BBDO Denmark)
Assistent Graphic Designer: Anne Kirstine Lindemann Møller (BBDO Denmark)
Head Of Fundraising: Kenneth Øhrberg (Red Cross)
Fundraiser: Mette Pind Jørum (Red Cross)
Consultant: Kirsten Marie Kristensen (Red Cross)
Marketing Co-ordinator: Thomas Carlé Svensson (SuperBest)
Media placement: Price Tag - SuperBest Instore - 1. November 2011
Media placement: TV - SuperBest Instore - 1. November 2011
Media placement: Poster - SuperBest Instore - 1. November
Media placement: Print Ad - SuperBest Online Catalogue - 1. November
Media placement: Print Ad - SuperBest Nationwide Weekly Distributed Brochures - 1. November
Describe the objective of the promotion.
The objective of the promotion was to help Red Cross raise money for Christmas Aid for poor families in Denmark.
Describe how the promotion developed from concept to implementation.
We raised the prices of traditional Danish Christmas goods to an extortionate level at one of Denmark's biggest supermarket chains, SuperBest. For example, Christmas cookies were priced at DKK 25,995 instead of DKK 17 – to show how it feels not to be able to afford Christmas.
The campaign was carried out on price tags, in-store TV, in-store posters, in the online catalogue and the nationwide weekly distributed brochures. The extortionate high prices were followed by an asterisk leading to the campaign message: Far too many families can’t afford Christmas. Donate a sum at the cash register or via text.
Explain why the method of promotion was most relevant to the product or service.
In order to raise as much money as possible we knew we had to communicate widely. By using price tags in one of Denmark's biggest supermarket chains as a communication platform, we were able to reach our target audience in an unexpected way and make them realise what it's like to be poor and not be able to afford Christmas.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign raised DKK +1m which meant that Red Cross could donate Christmas Aid to +2,000 poor families. A result +400% higher than previous Red Cross Christmas Aid campaigns.