Szlachetna Paczka: Five Fake Films - a charity campaign against poverty
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SUMMARY
This case study explores how Szlachetna Paczka, a charitable organisation campaigning against poverty, launched a campaign in Poland to raise awareness of poverty within the country.
- Szlachetna Paczka needed something surprising but specific to spread the message through different media channels.
- The charity's idea was to demonstrate the contrast between the reality faced by poor people vs a movie world.
- The campaign created fake films, billboards and a fake premiere, featuring 11 famous Polish actors, to visualise the issue.
- The organisation received 12,500,000 USD in donations, reached 3,400,000 people and featured on channels TVP1 and TVP2 in Poland (the number 1 and 2 channels); all with a total budget of just 3,000 USD.
Campaign details
Brand/Sponsor: Szlachetna Paczka
Title: Five Fake Films - a charity campaign against poverty
Campaign Cost: low-budget (under $100,000)
Campaign Scope: National
Advertising Agency: Biuro Podróży Reklamy
Product Type: A charity campaign against poverty
Campaign Start: 11/16/2015
Campaign Ends: 12/08/2015
Campaign Ran: Poland
Campaign Description: Uncovnentional brand and product advertising
Campaign Summary
11 top famous Polish actors & actresses took part in 5 fake campaigns for 5 cinema films to tell 5 true and moving stories, to absorb the media and to generate a natural buzz.
Marketing Context
Szlachetna Paczka is number one charity organization against poverty in Poland.
In 2015 it received 12 500 000 USD in donations.
Campaign Planning
We needed something suprising and specific to absorb media. We saw potential for this aim in the contrast between a reality of poor people vs. a movie world. The participation of popular actors and actresses guaranteed the interest of mass media. To allow media to repost our message we needed a visualisation - the film posters (before and after the reveal) were perfect for this purpose.
Marketing & Media Strategy
The following took part in the conspiracy: 11 top Polish actors and actresses 12 top media partners (top media in Poland) 20 bloggers 15 fake billboards 30 fake posters in cinemas 1 fake film premiere with the participation of celebrities
Creative Strategy
The art & creative works for 5 fake films: 5 posters; 5 billboards; 5 press kits; 7 video interviews with 7 actors about their roles in the films and about the new films; 20 film reviews for bloggers (they pretended they had a chance to watch the films during sneak previews); Headline of the campaign after the reveal: Be a director, not a viewer.
Evidence of Results
The effect: 220 PR publications: + PR publications in the internet (news media, film media, bloggers) + PR in television TVP1 and TVP2 (number 1 and 2 channels in Poland) + press publications + PR in radio RMF FM (number 1 radio network in Poland) Media reach: 3 400 000 people. Total budget (creation & media): 3 000 USD (2 700 Euro)
Target Audience
B2C: Wide target group: 18+ years, women & men, all who are able to donate.
B2B: the media in Poland: internet, tv, press, radio.
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