COFFEE CART

Short List
TitleCOFFEE CART
ClientYWCA AUCKLAND
Product / ServiceCHARITY
CategoryA03. Best Use of Live Events and/or Celebrity Endorsement
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
PR Agency MANGO Auckland, NEW ZEALAND

The Campaign

On average, women in New Zealand are paid 10% less, for doing the same job as men. To promote equality, and put a stop to this blatant sexism, YWCA Auckland decided that men should be charged 10% more than women. As the aim of the campaign was to highlight the absurdity of two genders being treated differently when it comes to money, we had to utilize PR to get the exposure and debate that we needed to get people thinking, including decision makers at government Our ultimate goal was to encourage New Zealanders to visit www.demandequalpay.org.nz to show their support for the Pay Equality Bill.

The Brief

One main goal of the campaign was to raise awareness of a silent issue that needed to be brought out into the open. It has been this way in New Zealand for decades, so we needed to create something disruptive and get people talking. Another goal was to drive people to our website to show their support for the Pay Equality Bill so that it could go into Parliament. We targeted males with our 10% tax to get both sexes talking about equality and fairness. Our target audience was both male and females. We targeted males with our 10% tax to get both sexes talking about equality and fairness.

Results

The event not only raised awareness of the issue, but it received national and international awareness earning media coverage valued at over $800,000 (broadcast TV, news, radio, press, editorial, PR, social media). It had a phenomenal return on investment earning $200 for every $1 spent. The coffee cart event was retweeted by former New Zealand Prime Minister, and current United Nations Administrator, Helen Clark and other key media figures. The event was also covered on women’s interest site, Jezebel as well as mainstream media like The Huffington Post. Launch month of the campaign saw visitors to the site increase by 9,000%, and donations increased by 22% compared to the previous month. But, most importantly, we gathered the support we required from both men and women in support of the Pay Equality Bill. Which has now been put forward to Parliament to become an act.

Execution

The launch day was planned to fall on the 329th day of the year. As women earn 10% less than men, we used this date to highlight that women would effectively stop earning for the last 10% of the year. Our coffee cart launched on this day in front of Parliament. We invited local media in Wellington to cover the coffee cart event.

The Situation

Men needed to be subjected to the discrimination that women face daily to truly appreciate the gravitas of the situation. To do this, we created a coffee cart outside Parliament, where men were charged 10% more than women for their coffee. By charging men 10% more in the real world, as well as letting women know just how this 10% they weren’t earning affected them, we created controversy to get politicians, media and the general public talking and awaken this sleeping giant of an issue that has plagued women in NZ for decades.

The Strategy

As the launch event for our greater campaign, we needed to ensure cut-through and create disruption. So we targeted the people who could really make a difference; Politicians. By setting up our coffee cart in such a high profile position outside Parliament, and inviting local media along, we ensured debate between Politicans, media and the public. The debate launched our wider campaign and sparked discussion Nationwide and Internationally in publications such as The Huffington Post.

Credits

Name Company Position
Rebecca Rassie Mango Account Manager
Sean Brown Mango Account Director
Bob Glancy Mango Group Account Director
Jarrad Edwards Ddb Group New Zealand Developer
Robbie Boyd Ddb Group New Zealand Developer
Paul Pritchard Ddb Group New Zealand Digital Services Director
Sam Schrey Ddb Group New Zealand Senior Interactive Designer
Amanda Sumersby Ddb Group New Zealand Print Designer
Andy Robilliard Ddb Group New Zealand Print Producer
Jenny Travers Ddb Group New Zealand Account Director
Jane Mill Ddb Group New Zealand Agency Producer
Lisa Fedyszyn Ddb Group New Zealand Copywriter/Art Director
Jonathan Mcmahon Ddb Group New Zealand Art Director/Copywriter
Steve Kane Ddb Group New Zealand Creative Director
Ben Barnes Ddb Group New Zealand Art Director/Copywriter
Matt Webster Ddb Group New Zealand Copywriter/Art Director
Aaron Goldring Ddb Group New Zealand Creative Director
Toby Morris Ddb Group New Zealand Art Director/Copywriter
Simone Louis Ddb Group New Zealand Copywriter/Art Director
Andy Fackrell Ddb Group New Zealand Executive Creative Director