12 hours of work

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. 

The brief

Sunday at 5pm we started the brief after a few hours of training from Getty Images and Apple. These people were so friendly and helpful. Thanks to both – this was really a pleasure! We saw some cool Keynote features… Sorry to say it, but keynote beats Powerpoint 10-0. Of cause a challenge working in a new program but we learned a lot – and the interface was really intuitive, so it went quite well. Getty is just nice as always… Didn’t know though that it contained video files to. So that was interesting – but we didn’t have the time to really use it in the assignment.

We got the assignment from War Child. The task was to raise money from huge private donations, and this was really a challenging brief, because of the crowded charity landscape and the very hard to reach target. But challenges are good. We discussed the brief for a while. Then we went home to work….

 

At 2am we fell a sleep..