Cannes Lions

PRESS PLAY TO GIVE

EDELMAN DEPORTIVO, Stockholm / UNICEF / 2015

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Execution

The heart of the campaign was our campaign site, Press Play to Give. We integrated the Spotify-track on the site and included the story behind the song. The campaign was fueled by the new recording of the song, by Swedish well-known artist Laleh, and by the news that it was now possible to give just by listening. We used owned channels, like UNICEF’s Facebook page and highlighted the initiative in earned media channels, channeling interest to our campaign site. We also used ABBA fan channels all over the world.

Outcome

After only two days, Chiquitita became the most downloaded song on Swedish iTunes. The news of the initiative spread quickly, and until today the gross earned reach is more than 100 million people worldwide, through traditional and social media – without any paid media at all.

Laleh and Björn from ABBA even got to perform the new version in the UN Assembly Hall, NYC.

UNICEF's most secretive fundraiser, the Chiquitita song, has finally received the attention it deserves. Now, even more girls worldwide will have their rights honored, thanks to the Swedish pop band that gave up their.

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