|Title||A TABLE TO END HUNGER|
|Brand||THE HUNGER PROJECT|
|Product / Service||THE HUNGER PROJECT|
|Category||A07. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||McCANN SYDNEY, AUSTRALIA|
|Idea Creation||McCANN SYDNEY, AUSTRALIA|
|PR||DEC PR Sydney, AUSTRALIA|
|Production||McCANN SYDNEY, AUSTRALIA|
|Felix Holfve||McCann Sydney||Art Director|
|Martin Svane||McCann Sydney||Copy Writer|
|Dejan Rasic||McCann Sydney||Executive Creative Director|
|Marcelle Garcia||McCann Sydney||Strategist|
|Adam Lee||McCann Sydney||Managing Director|
|Sara Shields||McCann Sydney||Group Account Director|
|Nicole Gardner||McCann Sydney||General Manager|
|Colin Tuohy||McCann Sydney||National Head of Broadcast|
|Matthew Flinn||McCann Sydney||Editor|
In collaboration with Australia’s top restaurants, we auctioned out table reservations to the highest bidders. This helped raise invaluable awareness and funds for The Hunger Project.
The campaign was based around the hardest time of the year to get a reservation, 'Valentine's Day.' We launched the campaign from February through to March to capitalize on this precious time. We amplified the idea through multiple channels: PR, eDM, OOH, Yahoo, eBay, Dimmi (restaurant booking site), and our own microsite. We targeted our foodie audience where we knew they would naturally be: restaurant booking sites and newsletters and their favorite restaurants social channels. We used PR to spread the story, the Campaign was picked up by some of the nation's top foodie publications such as Gourmet and high- end sites such as Elle, Business Insider and The Huffington Post.
With minimal budget and zero paid media spend, the campaign was able to reach 18,883,943 Media Impressions and over $2,075,870 in earned media. The highest bid for a single table was $5100. More importantly, the campaign raise brand awareness to the highest point in the organization's history and put them in the National spotlight.
In order to reach our relevant audience, we needed to make sure we were where they were, foodie magazines, news, restaurant booking sites and relevant content. While you can buy traditional media in these spaces, you cannot get the true 'articles' that we know are consumer seeks out daily. Therefore PR was the perfect platform for our campaign, leveraging partnerships with highly sought after restaurants, the high level names such as NOMA were easy to drive stories.
In order to raise awareness of their unique approach and the importance of ending world hunger, The Hunger Project tapped into their audience 'affluent foodie Australians' and leveraged a simple truth: Australians will do just about anything to get a table at a highly sought-after restaurant. Our idea, ‘A Table to End Hunger’, provided Australians a solution to this small problem, while helping to solve a much bigger one - and introduced them to The Hunger Project in the process. They could simply bid for tables on Ebay, the highest bid giving them a impossible table at a sought-after restaurant. The call to action was simple, bid on a table, help other get food on theirs.