UNICEF (United Nations International Children’s Emergency Fund): UNICEF QR

Credits & Description:

Category: Best Use of Outdoor

Advertiser: UNICEF

Product/Service: FUNDRAISING

Agency: JWT

Date of First Appearance: Jan 31 2011

Entrant Company: JWT, Madrid, SPAIN

Managing Creative Director/Creative Director: Miguel Bemfica (JWT Madrid)

Creative Director: Amabel Minchan (JWT Madrid)

Creative Director: Jose Luis Alberola (JWT Madrid)

Copywriter: Curro Piqueras (JWT Madrid)

Art Director: Cristina Caballero (JWT Madrid)

Account Manager: Leles Blitz (JWT Madrid)

Producer: Antonio Ortega (JWT Madrid)

Media placement: BUS SHETLER PATH - STREET - 31 JANUARY 2011

Media placement: PRINT CAMPAIGN - DIETÉTICA Y SALUD MAGAZINE - 31 JANUARY 2011



Insights, Strategy & the Idea

The UNICEF brand is known by 97% of Spaniards, so this year instead of increasing awareness, the aim is to get donations and new members.



Instead of a conventional campaign where we ask people to donate, we created UNICEF QR, a new medium to donate that lives on traditional outdoor methods.



Creative Execution

UNICEF QR is based on QR code technology to generate donations, but instead of a black and white code, we reinvented it, creating codes from two images: one shows the people who will benefit from your donation, and the other shows what we’ll invest your money on.

By taking a photo with the QR codes app, an already written SMS opens on your phone, for example:

“You’ve taken the first step to provide schooling for thousands of children, the next step is to send this message. It only costs 1.20 Euros”

Just by pressing this button, you’re donating to UNICEF.

What’s more, to increase the intrigue we’ve eliminated logos and headlines. The only way to find out more is to take a photo.



Results and Effectiveness

Outdoor became a new medium for donating.

With the UNICEF QR outdoor, we’ve managed to triple direct donations compared to conventional outdoor.

All the donations record the donor’s phone number. This way UNICEF can call them and try and get them to become members.

After the good results, all UNICEF campaigns will include QR as a donation medium.