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Spot 4 Sale

basics
Industry: Public interest & Non-profit
Media:Direct Market
Market:United Kingdom
Style: Minimalism
descriptioncnen
Audience
The contradiction of people willing to sleep rough for a new phone, when others slept rough without a choice, was relevant to the whole nation. However, it was intended to have the most profound effect on those most excited about the new iPhone – young professionals around the UK. We wanted to remind them of the many young people with no choice but to sleep rough. And, let them know that they could help those people by getting involved with Depaul UK, either as donors or volunteers. For many, it was their first introduction to Depaul and their work.
Client Brief Or Objective
There is no more direct form of communication than face-to-face conversation. By taking Depaul UK to the streets of London, this is exactly what we were able to achieve. Joining the iPhone 6 queue put us in right in the midst of our audience – not only were we sleeping next to them and sharing the experience of the queue with them, but we were also able to hand out flyers and speaks to passers-by in London’s busiest district. In fact, as time passed and people learnt of our presence we were sought out by people who wanted to know more about Depaul UK and why we were there. We not only went directly to our audience, they came directly to us; and these people went on to bid for our spot on eBay and help our spread our message even further via social networks.
Execution
Depaul UK can’t afford to spend money on advertising but this execution solved that issue; it cost nothing and let them communicate their message on the streets - a key battleground in their cause.Physically placing the issue of youth homelessness in a place where young people are sleeping on the streets for a phone proved a powerful and captivating juxtaposition. We knew there’d be a lot of media attention at the launch but the focus was quickly put on us. We provided a poignant angle for their coverage – this proves the idea’s relevance for Depaul and the situation.Our plan was simple – get to the queue early and guarantee a top spot. We caught so much attention that the council tried to stop us, deeming it trading without a license. We managed to find a loophole; by holding the signs and keeping moving we weren’t trading from a fixed spot.
Outcome
The results were astounding. We captured the media’s attention and much of the coverage of the launch. We got a half page in The Sun – the UK’s best selling daily, and were covered by many major news outlets – The Daily Mail, The Guardian, The Independent and The Huffington Post to name a few.Accumulated earned media for the stunt came to £3,768,227. We saw an increase of 5700% in terms of online visibility (tracking from Pulsar), and visits to depauluk.org rose 300%. Even better were the words of appreciation from people who came to speak to us. There is no more engaged audience than the one that approaches you, and there was a near constant stream of people who wanted to talk. The whole stunt cost £0. And, let’s not forget the sale of the spot raised £570, meaning that it actually took young people off the street. ROI – infinite!
Synopsis
The number of young homeless is rising as changes to law mean even more are losing the vital support they need. Every night about 2000 young people are forced to sleep rough. To fix this Depaul UK needs the nation’s attention and support – they need everyone to decide that homelessness has no place in our society.However the younger generation is desensitized to homelessness. They find it easier to keep their eyes fixed on their phones than see the issue in front of them – they don’t acknowledge the problem, and therefore aren’t helping solve it. We needed to change this.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Manager:
Planner:
Producer:
Editing:
Other credit:Business Director: Will Arnold-Baker
Operations Manager: Debbie Burke
Managing Director: Will Arnold-Baker
awards
Cannes Lions International Festival of Creativity 2015
Shortlist Direct
Costs/Creative Performance Direct Campaign
Cannes Lions International Festival of Creativity 2015
Shortlist Direct
Use of Digital Marketing
Cannes Lions International Festival of Creativity 2015
Shortlist Direct
Charities (incl. Fundraising, Donations & Appeals)
Cannes Lions International Festival of Creativity 2015
Shortlist Media
Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2015
Shortlist Promo & Activation
Use of Ambient in a Promotional Campaign: Small Scale
D&AD 2015
Graphite Pencil Digital Marketing
Tactical Digital Marketing
D&AD 2015
Graphite Pencil Direct
Direct Response/Ambient
D&AD 2015
Wood Pencil Direct
Direct Response/Digital
D&AD 2014
Graphite Pencil Outdoor Advertising
Tactical Outdoor Advertising
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