Media > Use of Media
DRAFTFCB PARTNERS, Vienna / VEREIN WIENER FRAUENHAUSER / 2012
Overview
Credits
Effectiveness
The ad succeeded in attracting attention: The page views of the women´s shelters website increased by 32 %. The donations rose by 18 %.
Execution
We made up a furniture designer named “SOMO” that stands for the higher social class.Front side of the citylight: We see an ad for SOMO with an attractive woman sitting on a chair. If you visit the website of SOMO the initiative of the women´s shelters is revealed. Back side of the citylight: You see the same woman from behind. With lots of scrapes and bruises on her back.
Claim: “Even in the most beautiful places ugly things happen.”
Strategy
Main objective: to build awareness and increase the donations for the Vienna women´s shelters.
Target group: donators and affected women.
Insight: the target group is often confronted with an illusory world. But abusive relationships exist in every social class – even in those who seem rich and carefree.
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