Donate Your Website
Issue 16 | September 2010
Agency
Ogilvy Brazil
Creative Team
Chief Creative Director: Anselmo Ramos; Executive Creative Director: Michel Lent; Creative Director: Angela Bassichetti; Copywriter: Flavio Tamashiro; Art Directors: Heloisa Dassie/Luiz Gimenes/Lucas Osis; Motion Designer Supervisor: Rubens Angelo; Motions Designers: Eliana Dib, Thiago Bancaro
Production Team
Project Manager: Carolina Coelho; IT Development Supervisor: Juscelino Vieira; Front-End Developer: Felipe Rodrigues; Back-End Developer: Tulio Carvalho; Audio Producer: Bamba Music; Voice Over: Zachary Lee; Media Agency: Boo Box
Other Credits
Account: Ana Mahfuz
Date
8th April 2010
Background
GRAACC is a hospital that offers free treatment to children and adolescents with cancer. They wanted to direct more traffic to their website so they could let more people know about their work and be able to raise more money in donations as a result.
Idea
People are used to donating clothes, food, toys and money but GRACC emailed a number of company bosses to help with a different kind of donation. Their websites.
At the same time, influential bloggers were emailed details of the campaign so they could spread the word about the idea and about those organizations that had agreed to donate their websites.
On April 8th, anyone who visited any of the hundreds of websites donated to GRACC was redirected to www.gracc.org.br. Surprised, they were told about the campaign and were able to donate $5US or more there and then with a single click.
Results
The campaign reached all its goals at a total cost of nothing. Zip. Zero.
On that one day, GRAACC’s website received 185,000 visits, up from the usual 3,500 visitors a day.
The donations made were equal in value to 40% of the total number of donations made in the whole of 2009.
Our Thoughts
This was sent to us just too late to go into the last issue but had the editorial committee unanimous in thinking it utterly brilliant.
This year at Cannes we began to see big budgets being used to dramatic effect in the Direct categories, proper money leading to eye-popping results. But here’s an idea that cost absolutely nothing but which increased traffic to the website thirty-fold and in one day got the same amount of money as the charity had taken five months.
Zero budget can concentrate the mind and force it to think!
The other thing about this idea is it could have come from anywhere. Not necessarily from a writer or an art director but from what David Harris calls a Creek – a new kind of person in our business, a mix of creative and geek.