CAMPAIGN <
charitable donations have been hit hard in the face of the recession and, now more than ever, cause-related campaigns need to deliv- er their message with a personal and relevant voice. The Unicef message was so simple: text EURO to 57501. The objective was so clear. One million people. Two weeks. One Euro. Believe in Zero.
The viral video came in support of a widespread ATL campaign, which in recent weeks took over the TV, airwaves and the city from Luas stops to building wraps on Dublin's Quays, Westmoreland Street and other high footfall areas. The 'Believe in Zero' campaign has already been run across the US featuring Lucy Liu, Whoopi Goldberg and rapper Ne-Yo. With a similar cross-demographic stable of celebrity spokespeople, UNICEF Ireland successfully localised this campaign for the Irish public, reaching a wide audience with contributions from Liam Neeson, Roger Moore, Jedward, Cecilia Ahern, Dustin, Westlife’s Nicky Byrne and a certain aforementioned Irish rugby star. The viral, a personalised news bulletin with Brian Dobson, acted
Unicef – Euro for Zero
Part of Unicef’s ‘Believe in Zero’ campaign, ‘Euro for Zero’ was intended to run from 24 October to 6 November, but was extended for two weeks. Creative was developed by Javelin, Windmill Lane created the flash movie for the viral and all the personalisation elements. Fusio developed all the hosting components of the viral campaign and the website
www.sixnews.net.
I will confess upfront that any campaign featuring Donncha O’Callaghan has the ability to grab my attention! These feelings aside, I simply loved the recent ‘Six News’ viral initiative launched by Unicef to support its ‘Euro for Zero’ campaign. A recent study by the UK-based Charities Aid Foundation found
that Ireland is one of the most charitable countries in the world. This research also found that happier people are more likely to give money to charity than those who are wealthy. In spite of this,
as a key reminder, a final trigger to send the text and end this media storm. "If only you had sent that one euro text..." There is certainly a twinge of guilt with the video – but the finger-pointing from Dobson is clearly tongue in cheek. Why this works is that it makes you laugh. And why it works so well for this campaign has already been hinted at above. It makes you smile. And as the stats show, those happier of heart are always more likely to give. As Unicef declared on its own Facebook page, ‘It started with an idea, which then became a concept quickly developing into a proj- ect, finally to emerge as something that even knocks sliced bread off the top slot’. How great is that!
Vanessa Johnston is owner of Outsourceme.
Judge these ads for yourself by clicking on Campaign Reviews on
www.businessandleadership.com/marketing
Volume 4 Issue 4 2010 Marketing Age 41
Liam Murphy Photography
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76