Brand Experience and Activation > Product/Service

ANTI-LANDMINES TABLE SOCCER

LEO BURNETT FRANKFURT, Frankfurt / UNICEF / 2008

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

Every year during Christmas time, UNICEF Frankfurt runs an information booth at a local shopping center where people can get information about the work of UNICEF and make a donation towards their projects.The objective of this promotion was to increase traffic and donations at these booths and to raise awareness for the work of UNICEF by telling passers-by about the insidious danger of landmines.

Effectiveness

Regarding the client, traffic at the booth almost doubled compared to 2006.

The table soccer raised awareness, helped to increase traffic at the booths and donations.It will be used at all upcoming UNICEF events in 2008

Implementation

To catch the people’s attention and make them visit the UNICEF booths, we decided to get their attention with a remarkable promotional idea.

As table soccer is very popular in Germany, we decided to build a special table soccer table that invited people for a free game. But like a Trojan horse, it revealed a special message to those who dared a relaxing match: Whoever started to play realized that most players missed one leg, some even two. Two messages clarified that thousands of people still become victims of landmines each year and that help is urgently required.

Relevancy

The promotion was relevant because it made people stop at the booth. Many passers-by took the opportunity to enjoy a relaxing match and learned about the insidious danger of landmines and the work of UNICEF in a surprising way.

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