| Title | BUY THE SKY |
| Brand | ROYAL FLYING DOCTOR SERVICE |
| Product / Service | ROYAL FLYING DOCTOR SERVICE |
| Category | A08. Use of Social in a Media Campaign |
| Entrant | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
| Entrant Company | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
| Advertising Agency | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
| Media Agency | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
| PR Agency | RED AGENCY Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Steve Coll | Havas Worldwide Australia | Executive Creative Director |
| Christopher Johnson | Havas Worldwide Australia | Creative Director |
| Christopher Johnson/Paris Giannakis/Dave Ladd | Havas Worldwide Australia | Creative Team |
| Jay Morgan | Havas Worldwide Australia | Digital Creative Director |
| Adam Shutler | Havas Worldwide Australia | Digital Design |
| Jeronimo De Leon/Shiv Suchdeva | Havas Worldwide Australia | Digital Production |
| Darren Cole/David Sark | Havas Worldwide Australia | Design |
| Dan Smith/Nicole Dongara/Julie Bouissin | Havas Worldwide Australia | Account Management Team |
| Phil Johnston/Anthony Dever | Havas Worldwide Australia | Planning |
| Monique Pardavi | Havas Worldwide Australia | Head Of Tv |
| Ros Payne | Havas Worldwide Australia | Senior Tv Producer |
| Chris Hulsman/Bridget Brice | Havas Worldwide Australia | Print Production |
| Red Agency | Pr Agency | |
| Method | Editing/Effects | |
| Song Zu | Sound Design | |
| Blue Arc | Digital Build |
By tracking the donation process over the campaign period we were able to identify sites and audiences most likely to buy a patch of sky, and optimise the media towards them. • Click to conversion rate improved 521%. • Cost per donation improved by 539%. • 60% of people opted in for further communication. • 89,000 site visits. • 22085 patches sold.
Ultimately, what keeps the Royal Flying Doctor Service in the sky is donations. To drive donations with only a very small media budget available, we needed to ensure we were as efficient as we could possibly be. Through the use of online programmatic buying, we were able to put Buy the Sky in front of 12% of the Australian internet population, or 2.1 million people at a cost of just $0.01 each. By tracking the donation process, over the campaign period we were able to identify sites and audiences most likely to buy a patch of sky, and optimise the media towards them. By the end of the campaign, our click to conversion rate improved 521% and our cost per donation had improved by 539%.
The RFDS relies on donations for half its income. Most of which comes from elderly people located in rural areas. The business needed to build a new database of donors from the 85% of Australians who live in coastal cities. We needed an innovative marketing idea that would connect city people with this outback service. Our city dwelling target audience knew the brand but they live with the world’s finest medical care minutes away, so the RFDS’s cause was largely irrelevant. We needed something unique that would connect the two - and what’s more unique than selling patches of the vast Australian sky in support of the RFDS.