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SUB CATEGORY :
LOW BUDGET CAMPAIGN
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COMPANY ENTERING :
J. WALTER THOMPSON HONG KONG,
HONG KONG
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TITLE :
PASS ON THE BLESSING
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BRAND :
SAVE THE CHILDREN
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ADVERTISER :
SAVE THE CHILDREN
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AGENCY :
J. WALTER THOMPSON HONG KONG,
HONG KONG
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EXECUTIVE CREATIVE DIRECTOR :
CARLOS CAMACHO
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CREATIVE DIRECTOR :
JAM WU
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COPYWRITER :
KENNEX MA
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ART DIRECTOR :
WAI WONG/JOSEPHINE WONG
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DESIGNER :
WAI WONG
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ACCOUNT DIRECTOR :
SAMUEL YU
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ACCOUNT MANAGER :
TRACY LEUNG
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AGENCY PRODUCER :
JIMMY PONG
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OTHER CREATIVE CREDITS :
POCKY CHAU
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EDITOR :
POCKY CHAU
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POST PRODUCER :
POCKY CHAU
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COLORIST :
POCKY CHAU
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VISUAL EFFECTS :
POCKY CHAU
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ANIMATOR :
POCKY CHAU
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THE BRIEF :
IN KEEPING WITH SAVE THE CHILDREN’S TAGLINE OF ‘A LITTLE IS A LOT’, WE WANTED TO FIND A SIMPLE AND EFFECTIVE WAY TO HELP PEOPLE DONATE MONEY. INSTEAD OF BIG ONE-OFF DONATIONS, WE BELIEVED SMALLER, MORE CONVENIENT TRANSACTIONS COULD MAKE A BIGGER IMPACT.
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THE STRATEGY :
RESEARCH SHOWS THAT WHILE MANY PEOPLE WANT TO DONATE, TIME AND EFFORT ARE BIG OBSTACLES. BY TAKING ADVANTAGE OF THIS INSIGHT, WE WANTED TO FIND A WAY TO SIMPLIFY AND REDUCE THE STEPS NEEDED TO DONATE MONEY. ADDITIONALLY, BY GIVING THE IDEA RELEVANCY AROUND LUNAR NEW YEAR, WE WERE ABLE TO TAP INTO PRE-EXISTING BEHAVIOR, AS THE MAJORITY OF PEOPLE ARE ALREADY IN A FESTIVE AND CHARITABLE MOOD THIS TIME OF YEAR.
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THE EXECUTION & CRAFT :
TO CUT THROUGH THE LAYERS OF REGISTRATION AND ADMIN, WE CREATED A VERY SIMPLE WAY FOR PEOPLE TO DONATE. INTRODUCING THE RED PACKET DONATION, A SIMPLE INNOVATIVE DESIGN THAT ALLOWS YOU TO INSTANTLY DONATE A LITTLE MONEY WITH MINIMAL EFFORT. THE LETTER DOUBLES AS A DONATION ENVELOPE, THAT CAN GO DIRECTLY INTO THE POST BOX. WITH A SMALL PIECE OF CREATIVE DESIGN, WE GAVE PEOPLE THE OPPORTUNITY TO MAKE A HUGE DIFFERENCE IN SOMEONE ELSE’S LIFE.
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THE RESULT :
THE RESPONSE WAS GREAT, WITH OVER 1,000 RED PACKETS BEING SENT OUT TO THE BIGGEST CORPORATIONS AROUND HONG KONG. THIS IN TURN RESULTED IN A 90% RETURN RATE, MAKING IT ONE OF THE MOST EFFECTIVE AND SIMPLE FUNDRAISING EVENTS FOR SAVE THE CHILDREN THIS YEAR. HOWEVER, THE GREATEST ACHIEVEMENT, WAS TURNING A 2,000-YEAR-OLD TRADITION INTO AN OPPORTUNITY TO SAVE LIVES.
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