Tomorrow Trust, an organization which seeks to help children orphaned by HIV/AIDS, worked with Apple to create a custom package for iPod Nanos and developed a partnership which allowed them to share in the profits. The organization also created a book called "A Mother's Legacy" which featured stories about the dying mothers, chronicled for their children.
To promote "A Mother's Legacy," a small insert was placed inside the iPod's see-through package container. Loaded onto the special iPods were a podcast, pictures and a video all relating to the book. In the first two months the equivalent of approximately $54,000 USD was raised for Tomorrow Trust with over 1,500 books and all the limited edition package iPods sold out. The effort won a Bronze at the Loerie Awards |
|
Title | iPod Baby |
Agency | TBWA\Hunt\Lascaris Johannesburg |
Campaign | iPod Baby |
Advertiser | Tomorrow Trust |
Brand | Tomorrow Trust |
Posted | September 2008 |
Product | Subscribers Only |
Business Sector | Subscribers Only |
Media Type | Case Study |
Length | |
Copywriter | D...d Ed....hy Subscribers Only |
Photographer | G...am Ki....nn Subscribers Only |
Creative Director | D...n St.....on Subscribers Only |
Art Director | J...in W...ht Subscribers Only |