Cannes Lions

Reebot a Life

PHANTASIA AFILIADA A WUNDERMAN, Lima / LIGA CONTRA EL CANCER / 2016

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Overview

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Credits

Overview

Description

On May 27th, an error in the iOS operating system, caused millions of Iphones to be reboot. By simply sending an SMS, any person could reboot the device of someone else.

On May 28th, the day after the error was found, the League Against Cancer took advantage of this situation to raise awareness about donations through SMS.

We created a mobile site that contained a modified version of the original SMS.

The user would enter www.reiniciaunavida.com, copy the text message that appeared on the web, and send it to his contacts.

People who received the message were astonished since their cell phone would automatically reboot. When the phone was turned on again, our campaign message was delivered.

The messague was:

This SMS reboot your phone. Your SMS can reboot a life.

Send LIGE to the 4000 and donate S/. 5 or go to www.reiniciaunavida.com

Execution

On May 27th, an error in the iOS operating system, caused millions of Iphones to be reboot.

On May 28th, the day after the error was found, the League Against Cancer took advantage of this situation to raise awareness about donations through SMS.

We created a mobile site that contained a modified version of the original SMS.

The user would enter www.reiniciaunavida.com, copy the text message that appeared on the web, and send it to his contacts.

People who received the message were astonished since their cell phone would automatically reboot. When the phone was turned on again, our campaign message was delivered.

This SMS reboot your phone. Your SMS can reboot a life.

Send LIGE to the 4000 and donate S/. 5 or go to www.reiniciaunavida.com

Outcome

League Against Cancer was the only organization that took advantage of this mistake to raise awareness and make people participate. We got media coverage about the campaign, and a rise in donations during a low fundraising period.

We achieved 15% extra in SMS donations.

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