Young Lions - Global Competition - Team Australia - Paul Den & Kristine Ballensky

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Our presentation to the global judges in Cannes which won us a silver medal! A great cause.

Our presentation to the global judges in Cannes which won us a silver medal! A great cause.

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  • Need to understand commonalities between consumers and your brand

Transcript

  • 1. What’s the real value of the note in your hand?
  • 2. What do we need to do? Inspire 25-39ers to donate regularly Existing Donors Get them to donate more often and be advocates New Donors Get them to believe in our cause and become regular donor
  • 3. We all make tough choices about prioritising our money Consumer Truth Brand Truth People use their money in a way that creates the most personal value MSF plan to use their money where and when it’s needed most One common truth
  • 4. The problem Until a crisis happens, it’s hard to understand the benefits of the donation. Re-defining the challenge How do we show the meaning behind the money in between crises?
  • 5. Insight Meaning comes from a one-to-one connection with the charity
  • 6. The strategy Communicate through a channel that makes more personal exchanges than any other… MONEY
  • 7. The big idea NOTES ON NOTES We will create 250,000 temporary stickers to be placed on British notes, building understanding of our cause. This helps them visualise how much more value the note will have if they donate it to MSF. These notes will be circulated organically to create millions of personal connections. Each note becomes a vehicle for education and donation
  • 8. A message that speaks to the heart
  • 9. How it works? THE FIRST IMPRESSIONTHE SEED THE SPREAD 250,000 MSF stickers created Mail to existing donors and doctors in field Ask them to put the stickers on the money they have in their wallet Once someone picks up the note they will learn more about MSF - M-Site - Desktop Site - Post-office integration Each note may have a different MSF story for the audience to discover THE DECISION DONATE Drive to donate their note at nearest Post Donate online All donors join database to receive stickers to distribute DON’T DONATE Even if they don’t donate, they have learnt about what MSF do  Future likely donators Once they spend, it passes on to the next person to DONATE WOM SOCIAL PR SEARCH
  • 10. Why it works and how will we measure it? Existing Donors Get them to donate more often and be advocates New Donors Get them to believe in our cause and become regular donor • No. of stickers placed on notes (Quant Survey) • Frequency and amount of ongoing donations • No. of stickered notes donated • No. of new donors in database • No. of new donors who order more stickers  Adaptable to any market  Appeals to them when they’re making a choice about money  Builds both immediate and ongoing donation  Earned media at the core  Barely costs anything! WHY IT WORKS? How will we measure it?