VOLUNTEER TO PROMOTE VOLUNTEERING

Bronze Spike

Case Film

Presentation Board

TitleVOLUNTEER TO PROMOTE VOLUNTEERING
ClientSEEK
Product / ServiceSEEK VOLUNTEER
CategoryA03. Best Product Launch/Re-launch/Shopper Marketing
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Entrant Company LEO BURNETT MELBOURNE, AUSTRALIA
Advertising Agency LEO BURNETT MELBOURNE, AUSTRALIA

The Brief

Every year over two thirds of Australian charities struggle to find enough volunteers. SEEK Volunteer is a website dedicated to helping all Australian charities to find volunteers. Since its inception it has failed to make any real impact. We wanted more people to know about SEEK Volunteer, and the positive impact it could have. Volunteering is an attitude, not a demographic. So we targeted potential volunteers everywhere, regardless of age or background. From teens wanting a cleaner environment to pensioners looking to help through church groups. Our audience was anyone who would put their hand up to volunteer.

Describe how the promotion developed from concept to implementation

Our goal was to not only to drive awareness and site visitation, but actually increase the national volunteering rate. On our US$70K budget, the only chance to have any impact would be to invest in something that would create its own media coverage and amplify the budget for us. Campaign Objectives 1. Get more people signing up to volunteer through the website, (25% increase per month) BY… 2. Getting more people to visit the website, (25% increase) BY… 3. Raising awareness of SEEK Volunteer, BY… 4. Amplifying media value well beyond the US$70K budget

Describe the success of the promotion with both client and consumer including some quantifiable results

In response, people registered to volunteer with charities through the website in unprecedented numbers. Over $2M media value created from the initial investment of just US$70K (a return of 1:26) Registration levels were sustained for months after the campaign launch. By December, a total of 24,211 new volunteers had registered with charities - 20,840 more than expected if the campaign had not happened (based on projected registrations).

Explain why the method of promotion was most relevant to the product or service

Our solution: launch a mass participation idea that would remind the whole country of the power of volunteering. This space was volunteered to promote volunteering. One simple statement was purposely constructed so that it could be adapted to any space, anywhere. Through an online media kit industry and individuals would take our message and volunteer to spread it through the communication channels they had access to – large-scale supersites, prime time TV spots and even profile pictures. Creating the ultimate demonstration of volunteering and its impact. The online media kit remains active today because we’ll always need volunteers.

Credits

Name Company Position
Luc Wiesman Leo Burnett Melbourne Head Of Digital
Ben Cliffe Leo Burnett Melbourne Planning Director
Michelle Whitesides Leo Burnett Melbourne Account Manager
Ari Sztal Leo Burnett Melbourne Group Account Director
Justin Nagorcka Leo Burnett Melbourne Art Director
Andrew Woodhead Leo Burnett Melbourne Copywriter
Andrew Woodhead Leo Burnett Melbourne Creative Director
Jason Williams Leo Burnett Melbourne Executive Creative Director