ROOTS' TV SERIES - "Buy Out Slavery"

GOVT Singapore City, Singapore

Awards

2647

Brand: ROOTS' TV SERIES
Country: Singapore

Advertiser: ROOTS' TV SERIES

Title	Buy Out Slavery
Agency	GOVT
Campaign	Buy Out Slavery
Advertiser	ROOTS' TV SERIES
Brand	ROOTS' TV SERIES
Date of First Broadcast/Publication	2016 / 12
Business Sector	Disease Awareness, Support Groups & Associations
Philosophy	In partnership with The CNN Freedom Project and Not For Sale, our partnered NGO, we put up 'slaves for sale' on more than 40 of our partnered fair trade e-commerce sites. To support the campaign, shoppers could add a slave to cart and checkout, with $1 of each online transaction going to Not For Sale. By sharing their purchases on social media, even more people were directed to a microsite that housed information about the campaign, how people could support it, as well as details of the show. 70 celebrities in the region lent their voice to the cause, amplifying our campaign and spreading awareness of the show even further. Partnered e-commerce site traffic increased by 84%, while the content shared from these businesses reached more than 30 million people, generating 50 million impressions, and raising $54,667 for our NGO within 3 days of the campaign - funds that went to building local economies and fair trade business ventures in the region. Through the campaign's awareness, Roots debuted as the no.1 show in its time-slot in Asia, garnering views 512% higher than primetime average. HISTORY channel (through A&E Networks USA) will be implementing the campaign in USA, Germany, Hong Kong and Philippines, with more countries to follow.
Result	You can't make people watch a show they don't care about. As a story taking place during historical slavery in America, 'Roots' is a niche and highly contextual show for an Asian audience (age 20-45). So to make the show matter, its themes of slavery had to hit closer to home, through a medium the region is extremely familiar with, and one that we all use every day – online shopping.
Media Type	Web Film
Length	124 seconds
Executive Creative Director	Aaron Koh
Associate Creative Director	Katherine Khor
Copywriter	Sean Lee
Art Director	Louis Li
Account Director	Anand Daniel
Account Executive	Jolene Mok
Webmaster	Alan Ng
Community Management	Tan Zi Jie
Managing Director	Jeremy Seow
Program Manager	Teo Sueann