Cannes Lions
TAIVAS, Helsinki / UNICEF / 2009
Overview
Entries
Credits
Execution
To provoke and create discussion we started by abandoning sound-equipped (crying) baby strollers in 14 cities. PR ensured initial interest, but the media and public reaction was overwhelming! All major media featured the stunt, and the conversation went on for days afterwards – everyone had an opinion, either strongly for or against. Print, outdoor, radio, social media, unicef.fi, public transport and banners were then used to bring more substance to our claims (“anyone can be a mom for a moment”) and activate consumers to join in – in the way most suitable to them.
The campaign site is the culmination point to our activities, offering a multitude of ways to be a mom; from single donations to long-term commitment, or simply spreading the message to other potential moms.Partners, usually reluctant to commit, contributed: Free air time, free brand-new baby strollers, free promotions, etc.
Outcome
After the first week of the campaign we had already reached 50% of our overall target registrations. Web site traffic was tenfold (first three days) to regular traffic, with consumer spending over two minutes online! The traffic remains threefold to levels before the campaign. Overall donations (even ones not targeted) increased markedly. Out of the registered Moms, over 80% were new customers.The client fully stood behind the campaign despite the critique directed towards us – they were reassured by the positive support and increased activity in donations and registrations.
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