The Give Registry
Myer
Issue 42 | March 2017
Agency
Clemenger BBDO Melbourne
Creative Team
Creative Chairman James McGrath Chief Creative Officer Ant Keogh Creative Directors Evan Roberts Stephen De Wolf Creative Team Elle Bullen James Orr Design Director Jake Turnbull
Production Team
Executive Producer Sonia von Bibra Senior Producer Karolina Bozajkovska Production Company Flare
Other Credits
Group Managing Director Simon Lamplough Senior Account Director Sam McConnell Client Operations Director Sharon Adams
Date
November 2016
Background
In 2014/15 corporate giving in Australia amounted to $3.3billion with over 81% of all corporates making donations (Source: Giving Australia). For most organisations, it had become a 'tick-box' exercise. Myer, Australia's oldest and largest department store, wanted to find a way to create awareness for and engagement with their work with family violence charities.
Idea
The Give Registry was a twist on the traditional Department Store 'gift' registry.
It was a list of essential items, handpicked by women who had had to flee their homes due to family violence, which could be purchased at any Myer store.
Myer's established supply chain managed the collection and delivery of these items to the Salvation Army who then passed them on to women in need. Myer committed to matching every donation one-for-one.
The idea came from consultation with victims of family violence. When women fled from domestic violence, it was unstructured and fast. Rather than money, what victims needed most were essentials: clothes, underwear, cups, bowls, cutlery, bedding, kettles, towels. Items so varied, only a Department Store like Myer could fulfil them.
The Give Registry was launched on 1st Aug 2016 with an emotive series of videos on Facebook, YouTube and on TV, using voices of real victims. Each video featured a product available on the registry and the voice of a victim talking about what that particular product had meant when they set up a new home.
Media partners were asked to match Myer's spend dollar for dollar. Across TV, outdoor and digital display the media networks transformed the media value from $250,000 to $442,000.
Throughout Myer stores, Give Registry 'pop-ups' were constructed to display the range of Give Registry products available, explain how it worked and drive donations.
Results
$1.5m earned media value, with 435,000 organic media impressions.
Over $100,000 raised in first four months.
5,394 products were delivered to women in need.
Give Registry customers spent 31% more than non-Give Registry customers.
Our Thoughts
The devil, they say, is in the detail. What made this idea so very chilling (and so very effective) for me was the appeal for knickers. Sometimes you have to leave everything behind if you’re going to get out safely. So, for me, this campaign really dramatizes what it is to be a victim of violence as much as it is a really neat way of raising money. People like to know exactly where their donations are going. I am more than happy to buy a mug or two for someone in trouble than pay $20 to an organisation who may use it to pay their new CEO’s bonus.