The Brief

This activity targets the intended donors (large corporations) with a unique direct marketing element, a resume. Another direct element we used to approach corporations in a dramatic was making the young girls the messengers of their own cause. The act of sending the girls for the interview was a direct response stunt that helped us achieve the objective of the campaign.

Creative Execution

- We started with hiring a recruitment agency. Then we created resumes based on their dreams and aspirations and sent out to corporations. Once interviews were set up, we sent our young candidates to face interviewers at various offices. The interviewers went in expecting legitimate candidates but were absolutely surprised to find little girls. The campaign started the day we got our first interview call. The actual activity, however, lasted only half an hour (typical interview time). The activity was spread over a month and is still going on. - The campaign panned out exactly as we planned it.

Describe the creative solution to the brief/objective.

The target audience for this campaign was large corporate houses. As the client is an NGO, there were no pre-existing brand-customer relations. The campaign was relevant to Salaam Bombay, an NGO, because it was making an appeal for donations. On the other hand, it was relevant to the target audience (which was large corporations) as corporations today are always on the lookout to engage in and initiate CSR activities as a mandate from the government.

Results

- We collected funds to educate over 200 girls in just a month. The campaign is gathering momentum and we are in the process of reaching out to various other organizations. - The campaign made the targeted corporate houses realise that number of women in the workplace is slowly declining. And if they did not support these girls, they may not have any women candidates tomorrow.