Cannes Lions

OPERATION PHEONIX

OGILVY & MATHER GROUP HONG KONG, Hong Kong / ORBIS HK / 2013

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Case Film
Case Film
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Overview

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Credits

Overview

Execution

ORBIS is widely recognized for its plane – the world’s only flying eye hospital. We gave every person in Hong Kong the chance to put ORBIS back into the skies and at the same time, receive their very own piece of aviation history.

Outcome

These unique pins were sold primarily through direct mail to the ORBIS donor database. Since the pins had such variety, we tiered them into different price brackets. The simpler ones featuring plain aviation materials, were sold at a standard price, but the more distinctive ones featuring e.g. aeronautical emblems and unique markings were sold at a premium. Orders could be made by direct response, via the website, Facebook page or by phone inquiry.

With a $150,000 budget, we raised a $6.5 million profit and created a whole new way to keep this amazing charity service up in the air for years to come.

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