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  • SUB CATEGORY :
    SPONSORSHIP & PARTNERSHIP CAMPAIGN
  • COMPANY ENTERING :
    GOVT SINGAPORE, SINGAPORE
  • ENTRY TITLE :
    BUY OUT SLAVERY
  • BRAND :
    HISTORY
  • ADVERTISER :
    A+E NETWORKS ASIA
  • AGENCY :
    GOVT SINGAPORE, SINGAPORE
  • EXECUTIVE CREATIVE DIRECTOR :
    AARON KOH
  • CREATIVE GROUP HEAD :
    KATHERINE KHOR (ART)
  • COPYWRITER :
    SEAN LEE
  • ART DIRECTOR :
    LOUIS LI
  • ACCOUNT DIRECTOR :
    ANAND DANIEL
  • SENIOR ACCOUNT EXECUTIVE :
    JOLENE MOK
  • THE BRIEF :
    CREATE A CSR PLATFORM FROM ‘ROOTS’, HISTORY CHANNEL’S MODERN REMAKE OF A BELOVED 1970S MINISERIES, WHILST SIMULTANEOUSLY PROMOTING THE SHOW – A TALE OF ONE MAN’S LEGACY TO OVERCOME HISTORICAL SLAVERY IN AMERICA.
  • THE STRATEGY :
    TO MAKE THE SHOW MATTER TO MILLENIALS, WE HAD TO MAKE ITS THEMES MATTER MORE – A TALL ORDER FOR A BROADCAST CHANNEL THOUGHT TO BE OUT OF TOUCH AND BLEEDING VIEWERSHIP. SO, WE REACHED OUT TO MILLENIALS THROUGH A MEDIUM THEY’D IMMEDIATELY UNDERSTAND – ONLINE SHOPPING. HIDDEN BEHIND SMARTPHONES AND LAPTOPS, MILLENIALS ARE UNAWARE THAT ONLINE SHOPPING CONTRIBUTES TO MODERN SLAVERY. SINCE EVERYONE LOVES A CHEAP BUY, WE BROUGHT SLAVERY BACK INTO FASHION, CONFRONTING CUSTOMERS WITH AN UNSETTLING TRUTH RIGHT WHERE THEY LEAST EXPECTED. ADD A SLAVE TO CART, AND YOU MIGHT THINK TWICE ABOUT WHAT YOU’RE BUYING.
  • THE EXECUTION :
    PARTNERING WITH THE CNN FREEDOM PROJECT AND NOT FOR SALE (NGO), WE PUT UP SLAVES FOR SALE ON DOZENS OF THE WORLD’S LARGEST E-COMMERCE SITES (WITH THEIR COLLABORATION), SOLVING THE PROBLEM BY USING THE MECHANICS OF ONLINE SHOPPING AGAINST ITSELF. TO SUPPORT THE 2 WEEK LONG CAMPAIGN WHICH LAUNCHED 16 MAY 2016, CONSUMERS COULD ADD A SLAVE TO CART AND CHECKOUT, WITH $1 OF EACH ONLINE TRANSACTION GOING TO CHARITY AND THE PURCHASE SHARED ON THEIR SOCIAL FEED. A MICROSITE ANCHORED THE CAMPAIGN TO HISTORY, PROVIDING MORE INFORMATION ABOUT THE CAMPAIGN, ITS PURPOSE AND THE SHOW.
  • THE RESULT :
    THE CAMPAIGN ROLLED OUT SIMULTANEOUSLY ACROSS SOUTHEAST ASIA WITH MORE THAN 40 E-COMMERCE PARTNERS AND 70 CELEBRITIES GLADLY LENDING THEIR VOICE TO THE CAUSE, REACHING MORE THAN 30 MILLION PEOPLE, GENERATING 50 MILLION IMPRESSIONS, AND RAISING $54,667 FOR OUR NGO WITHIN 3 DAYS OF THE CAMPAIGN'S LAUNCH. HISTORY CHANNEL (THROUGH A&E NETWORKS USA) WILL BE IMPLEMENTING THE CAMPAIGN IN USA, GERMANY, HONG KONG AND PHILIPPINES, WITH MORE COUNTRIES TO FOLLOW.