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Swear Jar

Swear Jar | Comic Relief | Valensein & Fatt
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basics
Industry: Culture, Recreation & Sport
Media:Ambient & Interactive
Market:United Kingdom
Style: Minimalism
credit
Brand:
Agency:
Chief Creative Officer:
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Other credit:Entrant Company: VALENSTEIN & FATT, London, United Kingdom
Media Agency: MINDSHARE, London, UNITED KINGDOM
Creative, Henrik Ridderheim, Valenstein & Fatt
Creative, Jonathan Marlow, Valenstein & Fatt
Chief Marketing Officer, Sarah Jenkins, Valenstein & Fatt
Executive Creative Technologist, Perry Nightingale, Valenstein & Fatt
Creative, Tom Worthington, Valenstein & Fatt
Creative, Greg Ormrod, Valenstein & Fatt
Creative, Emily Churches, Valenstein & Fatt
Creative, Stevie Rowing-Park, Valenstein & Fatt
Creative Producer, Serena Hodgson, Valenstein & Fatt
Digital Design Director, John-Patrick Racle, Valenstein & Fatt
Digital Designer, Tyrone Zall , Valenstein & Fatt
Chief Production Officer, Olivia Chalk, Valenstein & Fatt
TV Producer, Jessie Gammell, Valenstein & Fatt
Programme Director, Richard Hau, Valenstein & Fatt
Digital Producer, James Kavanagh, Valenstein & Fatt
Business Director, Tim Rogowski, Valenstein & Fatt
Content Strategist, Alex Wrigley, Valenstein & Fatt
Planning Partner, Matt Springate, Valenstein & Fatt
Business Affairs, Melissa Beeson, Valenstein & Fatt
descriptioncnen
Synopsis

Comic Relief is a UK based charity that raises millions of pounds each year during Red Nose Day. We were asked to find a fun way for young people to donate - especially 18-24 year olds in cities that weren’t taking part in traditional fundraising.Our challenge was to create a modern take on traditional fundraising.We had 3 key objectives:1.PR: Get people talking about Comic Relief2.Engagement: Encourage people to download and use the app3.Donations: Raise money ! We had to stream audio to Google’s servers and analyse it in real-time so we could play animated gifs on the device and add up the donations. We explored a number of options and this was the most accurate but it meant that listening sessions had to be capped in 10 minute intervals.
Execution

Our implementation strategy was all about aligning the owned and earned channels, including influencers – to go live at the same time. We knew this would help us with visibility in the app store.The ‘Swear Jar’ app launched on March 16th on social media, with a hilarious montage of BBC bloopers and celebs swearing like troopers with their own colourful message of support.Celebrities including Ricky Gervais, Renee Zellweger, Bill Nighy and Stephen Fry then helped spread the word. We also got other celebrities to take part in our very own Swear Jar Challenge. Rufus Hound kicked the challenge off by swearing as much as possible in 20 seconds and nominating his celebrity friends to do the same. We even got a mention on prime-time BBC TV on the Graham Norton Show.
Outcome

- 11k+ app downloads in first week- 50m+ combined reach (36m+ on social)- £73.3 million raised by Comic Relief 2017 (up 33% from 2016)
CampaignDescription

We wanted this to be the most fun way to donate to Comic Relief ever.So we developed a digital ‘Swear Jar’ app that caught people when they swore and sent a donation to Comic Relief. It turned people’s bad habits into good deeds.The Swear Jar app, which was linked to people’s bank accounts via PayPal, automatically fined users every time they used bad language.It worked by identifying and tallying up the amount of times people swore, donating 20p to Comic Relief every time they used a filthy word. The app used voice recognition technology from Google during the listening sessions which lasted for a maximum of ten minutes.With 42 swear words listed in the app, Brits were given plenty of opportunities to contribute to Comic Relief in a way like never before.
Strategy

We had to find a modern take on traditional fundraising to get 18-24 year olds to donate money to Comic Relief. Our approach was to make it fun and entertaining in line with Comic Reliefs roots in comedy.Ofcom data validated what we already knew - that mobile was the most important media channel for 18-24s. In order for us to modernise fundraising for Comic Relief, we had to start from mobile.But with millions of apps trying to get this audiences attention, we needed to be disruptive to gain. How could create something to get them to say “WTF” or “OMG?! ”to their friends? The answer was to get people to do the one thing comedians did lots of, and parents told you never to do. For one week we turned the illicit joy of swearing into donations for Comic Relief.
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Integrated Campaign
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