Cannes Lions

CHRISTMAS ACTION FOR UNICEF

OGILVYONE WORLDWIDE, Madrid / ING BANK / 2011

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Overview

Entries

Credits

Overview

Execution

The campaign consists mainly in a video: the first youtube video that costs 1,20€. Just for paying the 1,20€ the upcoming story can come true. To see the video, just send a sms of solidarity (the full amount is for UNICEF.) As soon as you send it, you receive a code to be entered in the youtube video and presto!.... you can see it.

We never say what happens in the video, people only know this is a gesture of solidarity and that the story is, somehow, a result of a donation. That´s the intrigue.Media:-Banner campaign on youtube.-Emailing to ING DIRECT clients.-Dynamic campaign on media, social network and blogs.

Outcome

-Total visits to the channel: 191.163 -SMS : 8.853-SMS funds: 11.280 €- Donation funds: 350.000 €-Total donations: 361.280 €

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