Cannes Lions

HOMELESSNESS CHARITY

SAATCHI & SAATCHI, Frankfurt / DIAKONISCHES WERK FRANKFURT / 2010

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Overview

Entries

Credits

Overview

Execution

We created an unusual team of promotion girls consisting of 3 incredibly charming Omas (grandma’s). They went to the streets and like anyone of their age, our Omas had difficulties in overcoming some everyday situations, which they staged deliberately.

Driven by goodwill and spontaneity, some pedestrians started to help our Omas.

What they didn’t know was that their friendly behaviour was proof that they were the right ones for voluntary work at the Diakonie.

Our Omas gave away a flyer revealing the campaign to the people that helped them.

Hidden cameras recorded the promotion and the films were uploaded on a specially created website.

The flyers directed people to the website, www.help-the-oma.de, where visitors could learn more about our Omas, leave them a message and find out about becoming a volunteer at the Diakonie.

Outcome

The goal of the Diakonie was to recruit about 10 new volunteers. 3 days after the campaign started the Diakonie had received 46 new applications for voluntary work and are still counting.The campaign had a budget of €5,000 and the people involved in the execution did it voluntarily.Nevertheless, the campaign had a media coverage worth over €250,000. Our Omas were featured in a number of websites, newspapers and even on TV.Thanks to our Omas the Diakonie was more present in the media than ever before.

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