Direct > Product & Service
THE WORLD'S LARGEST ADVENT CALENDAR
OGILVY & MATHER ADVERTISING, Dusseldorf / DUESSELDORFER TAFEL / 2012
Overview
Credits
OVERVIEW
BriefWithProjectedOutcomes
In Germany nearly every child receives a Christmas calendar. For each of the 24 days before Christmas Eve there is a small door – filled with chocolate. Using this concept, we activated the entire city – making Düsseldorf itself the world’s largest Christmas calendar. 24 gigantic and smaller-sized doors were placed all over the area. We 'filled' the doors with personal belongings of German celebrities which could be found on a microsite that connected Google Maps and eBay. On each calendar day a celebrity item auction ended. All the proceeds went to the Düsseldorfer Tafel. Desired outcome: > €10,000!
ClientBriefOrObjective
The Düsseldorfer Tafel is a philanthropic organisation which provides needy and financially disadvantaged people with food. In fund-raising, the weeks leading up to Christmas are traditionally the most critical. We were asked to develop an idea that would generate awareness and money within this important time-frame.
Effectiveness
Christmas season 2011 was the most successful in the history of the Düsseldorfer Tafel. Mass media, social media and the presence of these eye-catching doors throughout the greater Düsseldorf metro area resulted in a media value worth millions of Euros. The proceeds of the auctions totaled €12,576 , approximately 1,000 eBay bids were registered.
Relevancy
Christmas time is fund-raising time. And the largest Advent calendar of the world was a real fund-raising blockbuster in Düsseldorf. Thanks to the 24 doors all over Düsseldorf and the thrilling auctions people learnt that donating can be fun. And this experience matches perfectly the brand Düsseldorfer Tafel, which has always been a very optimistic organisation, that avoids generating money out of pity.
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