Innovative Use of Media

Bronze
CAMPAIGN
Bring Down The King
AGENCY
DDB NZ
CLIENT
SKY Television NZ
BRAND
SoHo
DETAILS
The premiere of the new season of Game of Thrones promised to be the year’s most anticipated TV moment. It was the ultimate opportunity for SKY to promote their premium channel SoHo.
 
We created an social experience that got millions of voices from New Zealand and around the world to bring down a statue of King Joffrey in Auckland. 
 
In the end, by turning a mass hatred into a symbol of love for Game of Thrones we’d got 9,000 people thinking they would miss out if they didn’t sign up to SoHo. These new customers in turn generated $1,316,081 incremental revenue.
 
CAMPAIGN
Share For Dogs
AGENCY
Colenso BBDO
CLIENT
MARS
BRAND
Pedigree Adoption Drive
DETAILS
Like most charities, the PEDIGREE ADOPTION DRIVE is seeing the impact of ‘slacktivism’: the trend toward people engaging with charities in the social space but no longer doing the things that have real world impact (such as donating!) 
 
Rather than try to change this behaviour, we found a way to harness it, use it to our advantage. We created ‘Sharity’ - a world first initiative that turned YouTube content into a fundraising mechanic. Just by watching and sharing our video, users were helping raise money for dogs in need.
 
With a $0 media spend, and a total campaign cost of only $17,500 (US) we managed to not only create a new way for the existing habits of consumers online to raise money, reach over 5 million consumers online, but we also drove an unprecedented 390% increase in direct donations. 
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters