Bronze Spike

Case Film

Presentation Board

Product / ServiceANZAC APPEAL
CategoryA09. Use of Social in a Promotional Campaign
Production Company EXIT FILMS Melbourne, AUSTRALIA


Name Company Position
Darren Spiller DDBGroup Melbourne Executive Creative Director
Ant Hatton DDB Group Melbourne Creative Director
Chris Andrews DDB Group Melbourne Creative
Luke Bartley DDB Group Melbourne Copywriter
Tuesday Picken DDB Group Melbourne Agency Producer
Marissa Brian DDB Group Melbourne Online Content Editor
Jordy Molloy DDB Group Melbourne Online Content Dop
Steven Skrekovski DDB Group Melbourne Digital Creative Director
Pascal Van Der Haar DDB Group Melbourne Digital Design
Genevieve O'shea Tribal Worldwide Melbourne Digital Producer
Stephanie Luxmoore DDB Group Melbourne Account Director
Kristen Mahler DDB Group Melbourne Account Manager
Tom Hyde DDB Group Melbourne Planning Director
Martin Box Exit Films Producer
Corey Esse Exit Films Executive Producer
Mark Molloy Exit Films Director
Ryley Brown Exit Films Dop
Editing Company The Butchery The Refinery
Christopher Tovo Freelance Photographer
Colin Simkins Gusto Music Sound Design/Arrangement

The Brief

The ANZAC Appeal is a charity that raises funds to help Australian war veterans that are in need. Traditionally they’ve relied on the veterans themselves selling badges on the street. But as more and more people pay for things on card, fewer people carry cash. We needed to find an easier and more convenient way for people to donate. The appeal has always relied heavily on support from the older generation. Capitalising on the potential of digital and social media, we wanted to reinvigorate the appeal making it relevant to a wider, younger audience.

Describe how the promotion developed from concept to implementation

Fewer people carry cash but almost everyone carries a cell phone. So we set up a phone line, where people could pay to listen to a Minute of Silence. You simply called the number, listened to the recorded silence and money from the call went to help veterans and their families. After hanging up, people received an SMS containing a video ‘thank you’ message from a veteran. Donors were encouraged to share the campaign via social media and visit the website to learn more. We wanted to raise awareness of the appeal with the younger generation and make donating easier

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

Paying to listen to a minute of silence - such an innovative approach from a charity certainly got fingers dialling and tongues wagging. Especially among our younger target. Results included: o 10,000 website hits on the first night o National and International news coverage o Three days after launch our campaign went ‘global’ as the 3rd highest trending topic in the world on Twitter o Massive PR coverage with over $2 million of earned media o But most importantly, this year’s appeal raised over $3 million for veterans and their families.

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

Taking part in a Minute of Silence to remember our fallen veterans is synonymous with ANZAC Day. By linking this old tradition with modern technology (mobile phones), we made paying your respects and donating simpler and more personal than ever. Social media made sharing just as easy. Both the oddness of paying to listen to silence and people’s goodwill fuelled a large following on Facebook and Twitter, helping build campaign momentum, especially among our younger target.