Brand Experience and Activation > Product & Service
HILL HOLLIDAY, Boston / BANK OF AMERICA/(RED) / 2015
Overview
Credits
BriefExplanation
To recognize the first World AIDS Day with more people on life-saving medicine than have been newly diagnosed with the disease, Bank of America presented a surprise live performance in Times Square, with 76 Grammys' worth of talent on one stage. The performance, featuring U2 and special guests, as well as appearances by Presidents Barack Obama and Bill Clinton, raised awareness and millions in donations for (RED), generating 420 million total media impressions and positive brand sentiment throughout the event. An innovative social strategy that featured a Bono shareable video on Facebook and Twitter and Facebook's first ever "donate now" button, plus partnerships with such companies as Starbucks and ESPN, as well as debit card swipes, triggered a $3.3 million donation from Bank of America to (RED), equaling 8.2 million days of life-saving medication.
ClientBriefOrObjective
In its partnership with (RED), Bank of America has used its global platform to raise awareness and funds in the fight against AIDS, while helping (RED) deliver medication that can prevent mother-to-child transmission of HIV in Africa -- medication that costs just 40 cents a day. An AIDS-free generation is within our grasp. But to begin the end of AIDS, more people are needed to join in the fight against the disease. The objective: Grab national attention on World AIDS Day, inspiring awareness, action and donations.
Outcome
A free, live performance featuring 76 Grammys' worth of talent should exceed expectations. On every level, this was the case. There were 420 million total media impressions, with Bono's Facebook and Twitter video alone generating 91 million and 500,000 in one day. ESPN's Monday Night Football Countdown and broadcast were the highest-rated programs of the night, beating their closest competitor by 26 percent. And Facebook's first-ever "Donate Now" button generated Bank of America's highest click-through rate ever. Brand sentiment remained positive throughout the event, with Bank of America employee participation breaking engagement records. Finally, 9.6 million people viewed the on-demand broadcast on YouTube, while influencers tweeting about the concert included Coldplay, Ryan Seacrest, Sean “Diddy” Combs, Hugh Jackman, Bill Clinton, Carrie Underwood and many more.
Most importantly, the World AIDS Day live performance raised awareness and $3.3 million in donations to (RED), equaling 8.2 million days of life-saving medication.
Relevancy
(RED) has consistently leveraged music and celebrity to generate awareness and donations, while Bank of America has a global platform, partnerships and 230,000 employees. The World AIDS Day live performance would demonstrate just how far we've come in the fight against AIDS, while inspiring people to help get us to the finish line and defeat the disease.
A week prior to the performance, the event was teased in social, paid and owned media. On World AIDS Day, Bono shared a message online, and at 6 pm, news broke with details of the event. ESPN broadcast live from the venue, and at 7:30, the event began, with performances by U2 and special guests. Digital billboards surrounding the stage featured brand messaging and encouraged donations, as well a video message from Bono and President Barack Obama. The entire event was live-streamed on iHeart Radio and YouTube, complete with messaging to trigger donations.
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