Unicef UK wanted to launch a new fundraising product. They had developed the basic product using audience insight and had prototyped the idea, with a view to piloting as a minimum viable product in August 2018. They needed a creative agency that could turn the proposition into an engaging execution.
The product is a sponsored virtual walking challenge, where the fundraiser covers a minimum distance every day for a week, relative to a child’s daily walk to collect water. They track their distance using a smart phone or other device. Plus there’s also the option to carry water or weights, to make the challenge tougher.
There were two key objectives. The primary objective was to create a scalable, sustainable mass fundraising product that raises significant funds for Unicef UK. The secondary objective was to engage audiences who are warm to the charity in a new way, by encouraging them to support through fundraising.
The product needed to target an urban audience, aged between 25-45, already warm to Unicef UK and/or global causes. We were looking to reach the doers and organisers who seek opportunities to take tangible action to support causes they care about.
We were asked to create a name and creative identity for the campaign that would engage the target audience, make the product stand out and drive sign-ups. Stewardship elements would also be used to enhance the link between the fundraiser and the child’s journey.
Initially we fine-tuned the proposition to ensure the product would be positioned as a challenge, while remaining sensitive to the cause.
We then developed creative concepts in a short turnaround time. The end result was a punchy, bold and direct marketing campaign, using a variety of footwear to represent different types of participants, with water bottles as the legs.
The visuals are striking, engaging and relevant to both the product and the cause. They also tie in perfectly with the name ‘Water Walk’.
Once we’d agreed the concept, we rolled out a number of assets including master ads, online display ads, an animated film and landing page content.
Reached targets for number of registrations and fundraising for active participants, so Unicef UK are now looking to scale up in 2019.