Cannes Lions

A Table To End Hunger

McCANN SYDNEY, Sydney / THE HUNGER PROJECT / 2017

Awards:

1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Whilst we struggle to reserve a table at the hottest restaurants, the horrible truth is, 795 million people worldwide struggle to simply eat.

We partnered with eBay and some of the world’s hottest restaurants who donated one of their best tables, including a three-course meal and drinks. We then auctioned these sought-after tables to the highest bidder on eBay. With all proceeds going directly to end world hunger.

We turned demand into supply for those who need it most. By bidding for a table, others got food on theirs.

Execution

In collaboration with some of the world’s top restaurants, we encouraged people to bid on an exclusive table and help others put food on theirs. We launched the campaign on Valentine’s Day, the hardest day to secure restaurant reservations, to attract the biggest bidders.

We relied exclusively on partnerships.

•Over 75 restaurants across Australia, Singapore and Tokyo not only donated a table, meal and drinks; but, announced it on their social channels.

•eBay hosted our auctions, and donated ad space to drive reach.

•Dimmi.com, a leading restaurant booking site, donated ad space and sent eDMs through their database connecting us with restaurant patrons.

•JCDecaux donated two weeks worth of OOH digital ad space in highly-trafficked train stations.

•Yahoo donated over $10,000 worth of advertising space across their digital network.

Outcome

By giving Australians a chance to bid on a table that was otherwise impossible to get, we made The Hunger Project a household name amongst affluent foodies.

We built recognition of The Hunger Project by unprecedented levels, and generated hundreds of leads for active investors.

Specifically…

Tier 1: Media Outputs

1. We achieved a total reach of over 40M impressions in just one month (96% higher than benchmark)

Tier 2: Target Audience Outputs

2. We reached the highest awareness in the organisation’s history (A Table to End Hunger Wrap Report, PR agency 2017).

Tier 3: Business Outcomes

3. We generated 81,108 meals in targeted communities

4. We financed the training of over 41-elected women in India for one year to be a community leader.

5. We drove new investor acquisition.

The Hunger Project experienced a 200% increase in monthly sign-ups following the campaign. (THP Google Analytics 2017, Table to End Hunger Wrap Report, PR agency 2017).

We used eBay, Dmmi and high-end restaurants and their celebrity chefs to build a reputation for a charity that was previously off the radar of charitable Australians.

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