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  • SUB CATEGORY :
    SPONSORSHIP & PARTNERSHIP CAMPAIGN
  • 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.