At 8 am the doors opened for the competion area downstairs the palais. Small boxes with a huge mac and a password for gettyimages. Then GO!
12 hours of laughs, coffee, near-death experiences and so much stress.
But it was fun and very challenging. But thanks god we’re are ot working like this on a regular basis. It was really a tough job.
The last 4 hours flew – we didn’t really manage to do all the nice things we planned late in the past evening. But we finished the presentation (almost) and pressed save just 2 minutes till 8 pm were we got kicked out.
Our solution were a network strategy with focus on activating the network around the very wealthy and get their attention through personal recommendations. The campaign idea was called Backstage due to the duality in War Child’s engagement in music and the need from the target group to be able to see the outcome of their donations. The lack of transparency in the charity landscape gave a possible positioning for war child due to the small, engaged culture. So we wanted to take the connection backstage to exclusivity, music, transparency and networks.
The key idea was parted in two: What money can’t buy and track your money. First we had The War Child secret gigs with huge bands playing for only the network at a backstage concert and a lot of PR and network activities evolving around those. And second we offered a wide range of digital connection tolls to engage the network with desktop apps, widgets and private member zones, to make it possible to customize the communication in the network. This was off cause a tool to face the discussion about the problems in charities and make War Child stand out as the personal, transparent and engaged charity having an attitude towards making everything and every penny count in a tracking of results.
We used contextual print and online ads as well as personal placed outdoor facings, and a direct marketing postcard with a private message from the saved children targeted very strongly on these networks of wealth, to crate awareness and public attention.
This was just a short description of some of the things we came up with and why.
At 20pm we left the palais – exhausted but with a big smile.