Direct > Best Use of Digital Direct Marketing

REPLACE YOUR VOICEMAIL

McCANN, Brussels / SAMUSOCIAL / 2013

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Overview

Credits

Overview

ClientBriefOrObjective

In the winter of 2012/2013, Samusocial launched an SMS fundraising action. But with no communication budget, they had to find a cheap way to spread the word and ask people to donate with their phone.

Execution

In less than 4 days, Belgian voicemails were turned into a huge, free media opportunity.

Implementation

Samusocial invited people to replace their voicemail message with a homeless's person plea for help. To do so, we invited four homeless people to record their very own message in which they raised awareness about the action.

A website was then created, in partnership with Belgium's 4 biggest phone operators, on which people could simply replace their voicemails in a few clicks...

Outcome

In less than 4 days, more than 280,000 people had been exposed to the message. Radio, press, TV and dozens of websites relayed the concept. Even the Secretary of State in charge of the fight against poverty answered our call. All in all, €31,390 were raised, allowing Samusocial to shelter more than 800 people per night during the winter of 2012-2013.

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