Waoo: Donate Your Data

Credits & Description:

Agency: Uncle Grey Copenhagen, Denmark
Client: Waoo
Product: Donate Your Data
Entrant: Uncle Grey Copenhagen, Denmark
Title: Donate Your Data
Product/Service: Donate Your Data
Idea Creation: Uncle Grey Copenhagen, Denmark
Media Placement: Mec Copenhagen, Denmark
Media Placement 2: Mec Aarhus, Denmark
Additional Company: Xaxis Copenhagen, Denmark
Additional Company 2: Waoo Tilst, Denmark
Strategic and Digital Director: Lars Samuelsen (Uncle Grey, Copenhagen)
Art Director: Lukas Lund (Uncle Grey, Copenhagen)
Client Service Director: Charlotte Porsager (Uncle Grey, Copenhagen)
Art Director: Carl Angelo (Uncle Grey, Copenhagen)
Junior Creative: Mathias Nielsen (Uncle Grey, Copenhagen)
CCO: Jesper Møller (Uncle Grey, Copenhagen)
Project Manager: Signe Bek (Uncle Grey, Copenhagen)
Technology Director: Will Munhoz (WM Creative Labs, Copenhagen)
Creative Media Lead: Rasmus Mikkelsen (BeOn, Copenhagen)
DOP: Dale Love-Ballantine (Indie Village Creaties, Johannesburg)
Media Agency Lead: Claus Dahl Andersen (MEC, Copenhagen)
Programmatic Media and Data Lead: Per Bang Jensen (Xaxis, Copenhagen)
International Creative Director: Jimmy Blom (Uncle Grey, Copenhagen)
Creative Director: Thomas Illum (Uncle Grey, Copenhagen)
Website URL: http://www.donateyourdata.info
Application URL: https://chrome.google.com/webs...
Video URL: https://www.youtube.com/watch?...
The Campaign
Donate Your Data is a branded browser plug-in that turns the sale profits of browsing data into charitable donations. Big data companies already monitor people’s online behavior and sell this data to make big profits. The Donate Your Data browser plug-in puts you in charge of who benefits from your data, a charity of your choice. The WAOO plug-in collates high quality browsing data, which is sold to our trusted partner Xaxis, the worlds largest data company, who uses their turbine engine to harvest valuable information. Through data visualization users gets an overview of how much data they’re donating in real time. A sphere, based on the Waoo logo, is organically updating corresponding to the amount of cookies generated by each user. The project was launched with an unusual product demonstration film narrated by a person in need, encouraging viewers to install the plug in.
Creative Execution
The project was kicked off with our launch film. It was spread through social channels and different blogs across the Internet. The film directed users to a supporting landing page where they could read more about the mechanics of the project. From there they could click through to the Chrome store and install the browser plug-in. The project was launched on a global scale in April 2016 and grows organically into the future.
In the first days of launch Donate Your Data reached: 66 Countries and 1,1 million social timelines. An impressive 10% of people watching the launch film are now active data donators. So far Donate Your Data have collected 164.705 unique cookies. 26,5% of these cookies can be turned into actual donations. As we’re writing this more and more cookies are gathered and the project keeps growing day by day, kB by kB.
On a daily basis
5 billion terabytes of browsing data generated is generated. This impressive number keeps growing daily. What if we could turn this into something good? Big data companies are already using this to their advantage. By installing Donate Your Data users can experience and learn about the amazing potential in their own data footprint. The Donate Your Data sphere helps users understand what their data is worth and it gives them a sense of scale. With this approach a feeling of gamification is added to the consumers browsing experience and this makes the data gathering more fun and interesting. The browser plug-in can be installed through the Chrome store and users can read more about the project on our landing page. After installment users can lean back, browse and do good at the same time.