Eurobest

Turkey Dash

HAVAS MEDIA, London / PAY PAL / 2018

Awards:

1 Shortlisted Eurobest
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Overview

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OVERVIEW

Background

Charities rely on cash, especially at Christmas.

Whilst 2016-7 saw charity increase in the UK (61% of people donated £9.7b), among 18-34’s this was increasingly time, not money (eg 23% of students volunteer).

2017 also saw cash became the minority payment (46% transactions), especially among 18-34s who turn from the high street to their phones at Christmas.

PayPal doesn’t believe that cashless should mean heartless.

PayPal launched the ‘PayPal Giving Fund’, an independent charity operating with PayPal’s support, enabling all donations to go straight to charities without charges. This is activated through the ‘Donate’ button on the PayPal app.

Whilst PayPal commands huge awareness, our challenge was comprehension of this offering among an audience for whom the perception of ‘the button on eBay’ still persisted.

Our objectives were:

• Awareness and usage of the donate button

• To increase charitable donations at Xmas

Strategy

We needed to turn Turkey Dash into a cultural media event for 18-35 audience and to create a platform to allow charities to get the British public behind them.

Working with Channel 4, who offer key appointment programming for our audience and a proven track record in unique sports coverage, we created a live 2 minute TV spot for the main race.

Support for the race was driven over three weeks. TV content launched the activity and show the progress of the competing Turkeys in regular viewer spots.

On social media, we made IP assets available for the charities to use in their own platforms creating cultural adoption and a competing vibe.

We worked with eight PPGF partner charities (Blue Cross, RNLI, CLIC Sargent, LGBT Foundation, Sue Ryder, Royal British Legion, Save the Children, and Mental Health Foundation) offering a wide range of causes to maximize the breadth of appeal.

Execution

We launched on Giving Tuesday – after Cyber Monday, setting the turkeys lose across TV, Social and Digital, with an animated Scarlett Moffatt, star of Channel 4’s Gogglebox , training the turkeys and encouraging viewers to get involved.

The charities were all off the blocks immediately, building support for their, um, athletes.

All donations ‘trained’ turkeys and ‘Bootcamp’ spots across Channel 4 and social showed their progress.

Donations were valid right up?to the live event which ran, appropriately, in Jamie & Jimmy’s Friday Night Feast and fronted by Channel 4 F1’s Steve Jones with Steve Cram doing the voice over for sporting gravitas.

Viewers tuned in to see Captain McStuffing win it by a giblet, accompanied by a Facebook Live event with representatives from all eight charities joining the celebration.

Turkey Dash connected to 76% of 18-34s an average seven times and 1.3M people tuned in for the race.