SUB CATEGORY :

EXPERIENTIAL & EVENTS

COMPANY ENTERING :

MCCANN SYDNEY, SYDNEY

ENTRY TITLE :

A TABLE TO END HUNGER

BRAND :

THE HUNGER PROJECT AUSTRALIA

ADVERTISER :

MCCANN SYDNEY

AGENCY :

MCCANN SYDNEY, SYDNEY/DEC PR, SYDNEY

MANAGING DIRECTOR :

ADAM LEE

EXECUTIVE CREATIVE DIRECTOR :

DEJAN RASIC

COPYWRITER :

MARTIN SVANE

ART DIRECTOR :

FELIX HOLFVE

GENERAL MANAGER :

NICOLE GARDNER

GROUP ACCOUNT DIRECTOR :

SARA SHIELDS

STRATEGIC PLANNING DIRECTOR :

ROSHNI HEGERMAN

STRATEGIC PLANNER :

MARCIE GARCIA

NATIONAL HEAD OF BROADCAST :

COLIN TUOHY

EDITOR :

MATTHEW FLINN

MUSIC COMPOSER :

JOSH GRAHAM

FINISHED ARTIST :

MARTIN VESELY

THE BRIEF :

THE HUNGER PROJECT, A SMALLER NON-PROFIT ORGANISATION WITH THE SOLE PURPOSE OF ENDING WORLD HUNGER BY 2030, EMPOWERS COMMUNITIES TO BE SELF-RELIANANT- WHICH IS MORE STRATEGIC AND SUSTAINABLE. IN ORDER TO ACHIEVE THIS, THEY SEEK OUT INDIVIDUAL ‘INVESTORS,’ WHO CAN BE PARTNERS IN THEIR MISSION TO END WORLD HUNGER. THE PROBLEM IS WHEN THINKING ABOUT HUNGER, MOST PEOPLE IMMEDIATELY THINK ‘WORLD HUNGER’ OR ‘RED CROSS’ - NO ONE KNOWS THE HUNGER PROJECT. OUR PRIMARY GOAL WAS TO RAISE AWARENESS FOR THE HUNGER PROJECT AND HELP FIND INVESTORS.

THE STRATEGY :

RELATIONSHIPS WITH CHARITIES IS OFTEN PERSONAL AND WITH HUNGER BEING FOREIGN TO MOST AUSTRALIANS, WE NEEDED TO BRING THE ISSUE CLOSER TO HOME.THROUGH AGENCY RESEARCH WE KNEW THE TRADITIONAL APPROACH OF PUTTING AUSTRALIANS IN THE SHOES OF THE DISADVANTAGED WOULDN’T WORK. WE NEEDED SOMETHING THEY CARED ABOUT. LUCKILY FOR US, AUSTRALIA IS A NATION FULL OF FOOD LOVERS DINING OUT AT LEAST 4X A MONTH.THE DESIRE TO EXPERIENCE QUALITY FOOD HAS HIT HISTORIC HIGHS – MAKING GETTING A TABLE AT SOME OF THE MOST SOUGHT-AFTER RESTAURANTS NEXT TO IMPOSSIBLE. WE LINKED HUNGER FOR A TABLE TO ENDING WORLD HUNGER.

THE EXECUTION :

LAUNCHED OUR MONTH-LONG CAMPAIGN WITH 23 RESTAURANTS, THE HARDEST WEEKEND TO GET A RESERVATION, VALENTINE'S DAY. THE LEAD-UP, WE PARTNERED WITH DIMMI, A RESTAURANT RESERVATION SITE TO LET DINERS KNOW IF THEY MISSED OUT AT A TABLE, THERE WAS STILL HOPE. THROUGH PR IN ONLINE MAGS, WE LET GENTLEMEN KNOW IF THEY FORGOT TO BOOK FOR VALENTINE’S DAY – THEY COULD STILL LOOK LIKE A CHAMPION.WEEKLY AUCTIONS CULMINATED WITH A TABLE AT NOMA, A 10-WEEK POPUP WITH A WAITING LIST OF OVER 20,000. PEOPLE GOT WHAT THEY CARED ABOUT, AN IMPOSSIBLE TABLE, SO OTHERS COULD PUT FOOD ON THEIRS.

THE RESULT :

WITH ZERO BUDGET, IN JUST ONE MONTH WE ACHIEVED ROUGHLY 19M IMPRESSIONS, SEEING THE HUNGER PROJECT’S BRAND AWARENESS HIT THE HIGHEST POINT IN IT’S HISTORY. SO SUCCESSFUL, WE ARE ROLLING OUT THE CAMPAIGN GLOBALALLY IN FEBRUARY 2017. BY GIVING AUSTRALIANS A CHANCE TO BID ON A TABLE THAT WAS OTHERWISE IMPOSSIBLE TO GET, WE MADE DINING OUT A CHARITABLE GESTURE, RAISED AWARENESS OF THE HUNGER PROJECT, AND GENERATED LEADS FOR ACTIVE INVESTORS.WE ACQUIRED OVER ONE NEW “ACTIVE INVESTORS” PER DAY OF CAMPAIGN. WITH MONEY RAISED, THEY TRAINED 41 ELECTED WOMEN IN INDIA FOR ONE YEAR TO BE A LEADER.