Impact on Health - "DIY Shovel Promotion"

Ogilvy Germany

Ogilvy Germany Frankfurt am Main, Alemania

5024

Título	DIY Shovel Promotion
Agencia	Ogilvy Germany
Campaña	DIY Shovel Promotion
Anunciante	Impact on Health
Marca	Impact on Health
Posted	May 2004
Sector Empresarial	Instituciones/Organizaciones no gubernamentales
Filosofía	Hence we chose an unusual media solution to activate a new group of donors: The 21.89 million home improvers who visit DIY stores. In German DIY stores such as "Raab Karcher" we placed specially manipulated shovels with two knobs instead of just one right beside the normal shovels. They made the AIDS problem in South Africa more easily accessible to people. At the same time the promotion was supported by print ads and internet banners.
Problema	The charity "Impact on Health" wanted to find a novel way of becoming more popular amongst a new target group of potential donors. Especially at Christmas time letterboxes, billboards and magazines are full of appeals for donations and people react with indifference to these standard executions.
Medio	Diseño de material POP
Ejecutivo de cuentas	John Goetze
Ejecutivo de cuentas	Franzis Heusel
Director creativo	Thomas Hofbeck
Director creativo	Stephan Vogel
Responsable de conceptos / redactor	Philipp Bottcher
Director artístico	Philipp Bottcher
Director artístico	Marco Weber
Comprador de arte	Christina Hufgard