Impact on Health - "DIY Shovel Promotion"

Ogilvy Germany

Ogilvy Germany Frankfurt am Main, Germany

5026

Title	DIY Shovel Promotion
Agency	Ogilvy Germany
Campaign	DIY Shovel Promotion
Advertiser	Impact on Health
Brand	Impact on Health
Posted	May 2004
Business Sector	Institutional/Public Interest/Non-Profit Org.
Philosophy	Hence we chose an unusual media solution to activate a new group of donors: The 21.89 million home improvers who visit DIY stores. In German DIY stores such as "Raab Karcher" we placed specially manipulated shovels with two knobs instead of just one right beside the normal shovels. They made the AIDS problem in South Africa more easily accessible to people. At the same time the promotion was supported by print ads and internet banners.
Problem	The charity "Impact on Health" wanted to find a novel way of becoming more popular amongst a new target group of potential donors. Especially at Christmas time letterboxes, billboards and magazines are full of appeals for donations and people react with indifference to these standard executions.
Media Type	POP Material Design
Account Executive	John Goetze
Account Executive	Franzis Heusel
Creative Director	Thomas Hofbeck
Creative Director	Stephan Vogel
Copywriter	Philipp Bottcher
Art Director	Philipp Bottcher
Art Director	Marco Weber
Art Buyer	Christina Hufgard