Dang Duc Ngoc
The Bookends by J. Walter Thompson Dubai
From ambient in-store ambient displays to print and online communication. Kinokuniya engaged the public on the topic of promoting education in impoverished countries. The bookends were the centrepiece of an in-store event.
Every book placed on the shelves contributed towards schooling in impoverished nations. As more and more books were placed on the shelves, the bookends grew further and further apart, emphasizing how education prevents poverty from destroying millions of young lives around the world. The donated books can also be the photocopied books.
Child labor
living in squalor
The bookends can be designed in the topics of child labour, human trafficking and living in squalor.
Shoppers who wished to partake in the initiative were instructed to place a copy of the book they intend to buy between the bookends. Each time they did it, a percentage of their item's sale was donated to educational charity foundations.
Apart from the Bookends, poster and printed ads are also placed inside the store to create interest and leverage awareness.
Human trafficking
Human trafficking
The message was also communicated in a popular local website. Users can drag a book from a banner and place it on the bookends on another banner.
Print & poster
My
Favourites
Online banner
In practice
~Enjoy~
76,000,000
Overwhelming on the first launch week
share
Website
interaction
3 times higher compared to other webs of the client
A closer look
~Enjoy~
Don't raise $, make $
by Ogilvy & Mather
Visit Mum
Simple but interesting
Smart!
Facing financial difficulties, Depaul UK, a youth homeless charity, is on the edge of despair. They need to find a solution to turn the table.
Due to a variety of factors that lead to the decrease in the income stream, Depaul UK realized that they need to create a new funding solution. It must be long-term, effective and influential. It must also help Depaul UK to provide bed nights for homeless people across the nation within 12 months and attract attention for homelessness. Firstly, they do some research with the focus group to find insights that could make people care more about the homeless people. They discovered that the empathy is felt when people moved house. Just like the homeless individuals, people feel displaced. For a moment, their shelter is gone and that's where Depaul came up with their idea.
They begin to invest in cardboard boxes and develop a business based on that. Since they know that the home movers do not want to spend much time on the donation procedure, by buying the boxes, they have directly made a donation. To gain competitive advantages, the boxes are made with recycled materials, reasonably priced and included interesting offers (free pens, tapes and delivery in UK).
How they started
How they communicate
They begin with the boxes. Stories of the homeless people helped by Depaul UK are displayed to make the buyers feel happy for what they've just purchased. It could also make their neighbours feel good about them. In terms of media, the charity got the sponsorship for their funding idea. A press and outdoor campaign was reinforced to generate awareness towards Depaul Box Company. They also use PR and social media to raise the bar. Finally, they encourage influencers and opinion leaders to talk about how Depaul UK raised money.
The results
9,000
Boxes
sold
£19,820
Revenue
gained
319
Bed
nights
Website
visitors
22,000
35% come from social media channels
-People are talking-
-People are sharing-
Meaningful
Despite the domination in UK, British Airways was once a less favourite choice in North America. To change the situation, Ogilvy & Mather has come up with an emotional idea to make BA fly high in this market.
With $7,000
After discussion from both sides, they have decided to influence the NA to India category. The revenue gained from this sector is worth $2 billion per year. But BA only owns 7%. Therefore, the objective is to increase the market share in this sector by stealing it from the competitors.
In order to do this, it is essential to research about US-based Indian expats. Why they did not choose the western services? And what factors influence their decisions? are the main questions. The answer is quite surprising.
It's about WHY not HOW
While the western services decorate their services, they forget to point out why people should travel home
So
Let the mums be the message delivers
It is all started with a mum in Mumbai. Ogilvy asked her to cook her son's favourite meal and they will deliver it to him who currently lives in NA. He got it and crazily missed her. He quickly flies back to home to meet his mum whom he has not met for a long long time.
From this point, the audiences are moved, which allows everything to bloom. Ogilvy also collaborates with Times of India and the South Asian International Film Festival to generate reach and credibility. To expand the campaign, the film materials, interviews with other mums and an Instargram contest are created. Discounts for flights are also given for those who support the campaign throughout.
Social media, emails, display ads and SEO are also implemented to diversify the campaign. The total media expenditures are under $1 million for 2 years.
Archivements
Business
Grew 50%
3.3% market share within 4 months
Market
share
Visit
mum
1.2 million views on the video
41% watched the full video
60% acknowledge the BA call for action
Thank Yo...
​
...Oh wait
There is more
Ghost vote
Gun violence is one of the critical issues in a certain country. In America, it is an epidemic. Countless victims and millions of survivors. More importantly, the means to change the situation is remained unknown or not influential.
To bring justice for the victims of gun violence, Grey has initiated the 'Ghost vote'. The family and friends of the victims can ghost vote for the candidates that share the common goal of strengthening gun laws. Additionally, they also hope to attract the lawmakers and encourage them to make the laws against guns reality. Since the client is States United To Prevent Gun Violence in United States, the campaign is expected to change the face of the legislature in the 2016 elections.
The strategy is to generate attention for the presidential election, motivating supporters to participate and vote for the one that can create a difference. Digital as well as social media will be reinforced to create the full potential of the strategy in terms of reach and awareness. Although 'Ghost vote' is a term that implies voting on behalf of an individual, which is illegal, it could be suitable for this case.
The execution
A website with social sharing tool, a campaign video, stories of the victims and closed interaction with political voting. The users can ghost vote with a victim of guns violence and share it on the social media such as Facebook and Twitter. The message will be attached to a image of a silhouette illustrating both the voter and the chosen victim. The mechanic is simple so that the message can be consistent, which can also capture the attention of the politicians.
The outcomes
1,000,000
Donated
Media
Quality
impressions
Heart touching
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