BACKGROUND

Rio de Janeiro is famous for its summer and high temperatures, but for a short period, the temperatures drop. Yes, Rio has a winter. And while this temporary cold might not be relevant for most, it’s enough to harm underprivileged people.

CHALLENGE


How to engage the population in an issue most people don’t even notice?

STRATEGY


Just asking people for donations wouldn’t be enough. We needed a powerful message. One that people would not only see, but could relate to so they could understand the importance of donating to the Salvation Army.

IDEA


In order to get the population to feel the reality of the people in need, we decided to ask for donations right when they would be more likely to accept our message: when they were feeling cold.

BRINGING THE IDEA TO LIFE

We created the first real-time campaign that interacted with the weather in urban watches. When the temperature dropped, the girl in the poster would cringe, revealing the creative message and donation request along with the Salvation Army’s contact information.

That way we guaranteed that our message was only seen when people were actually feeling cold. In addition, we reinvented a media channel that had already lost some of its relevance over the years.

VIDEOCASE



RESULTS

DURING THE WEEK OF JULY 13-19 2015 WE REACHED 4 MILLION PEOPLE IN THE CITY OF RIO DE JANEIRO, RESULTING IN 500KG OF WINTER CLOTHES DONATED.

Increase of 20%

website access

Increase of 25%

new donors

500kg

of warm clothes donated

 

SHOWING THAT RIO CAN BE A WARM PLACE EVEN WHEN THE HEAT IS GONE