Colegio Las Lomas Oral: Raising Voices

June 24, 2014Filed under Media, Direct Marketing and Public Interest, NGO
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Describe The Brief From The Client:
'Lomas Oral School', a foundation that teaches deaf children to hear and finally talk, was in need of funds to continue their activities.
In Argentina, the Law 25,636 states that all national radio and TV signals must start their daily transmissions at 00.00 hrs with the broadcast of Argentina´s National Anthem. Aware of this law, we decided to use it in our favor. Our strategy was to create a direct experience between the children and the rest of the people nationwide. A new version of the National Anthem that collects performing rights royalties for its new performers: the children.
 
Creative Execution:
The succes of the campaingn was in the first place, finding a different way to use a law. But the most relevant thing was the fact that deaf children were singing to the whole country and collecting founds at the same time.
The result was, Argentinians being aware of what early stimulation can do on deaf kids, and the foundation wich make it possible, earning money for it.
 
Creative Solution To The Brief/Objective:
Our hearing impaired children recorded a new version of Argentina´s National Anthem that was later distributed to radios and TV channels nationwide. The new version quickly replaced the former ones. Radios and TV channels started playing our version of the anthem every day, at 00.00hrs, the performing rights are collected by the foundation.
With a single audio track a direct experience was achieved with millions of Argentines on a daily basis.
 
Results:
For the very first time, a medium is used to raise funds.As radios and TV channels played the new version, the foundation collected 20.3% more money than the amount collected in the same period the previous year. But money wasn't the only thing that happened, unexpectedly, Lomas Oral received a media exposure worth ARS 6,250,000.
We also achieved spreading the message of the foundation every day, nationwide.
It was described by one of the most important newspapers as 'The best version of the Natinonal Anthem'(Tiempo Argentino) and Universal Music became our record label,our song is now available on iTunes.

Advertising Agency:Ogilvy & Mather, Buenos Aires, Argentina
Executive Creative Director:Javier Mentasti, Maximiliano Maddalena
Head Of Art:Diego Grandi
Creative Director:Juan Pablo Carrizo, Patricio Elfi
Art Director:Micaela Gallino
Copywriter:Alejandro Juli
Head Of Planning:Rodrigo Garcia
Planning Director:Marcos Sánchez Casares
Executive Account Director:Natalia Noya
Account Executive:Celina Correa
Agency Producer:Viviana Simone
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