Creative retail agency specialist .99; and Leukaemia & Blood Cancer New Zealand are giving New Zealanders an innovative way to raise money for blood cancer research – one that doesn’t cost a single cent.
The initiative, searchforacure.co.nz, was created as a way for everyday Kiwis to join the fight against blood cancer. The website itself is simply a Google-powered search engine, along with a few online ads. Every time someone uses the site to search the web, the online ads generate a few cents for LBC.
“Not everyone can afford to make big donations to charity, so we’ve created a way for Kiwis to give their support, without asking for their money,” said Ben Goodale, managing director at .99 and justONE.
To launch the site, .99 created a highly targeted online campaign featuring over 100 executions, including Youtube pre-rolls, Facebook video ads, sponsored Twitter posts and even Pandora Radio ads.
Demonstrating that even the most mundane search could help make a difference, the agency monitors trending topics each day, and then pushes new executions live in real time, targeting those people who are more likely to be searching for that topic.
“Each day millions of Kiwis are searching the web for answers to all sorts of weird and wonderful questions,” said .99 chief creative officer Craig Whitehead. “Now, thanks to this initiative, googling a question like ‘is it a social faux pas to attend the Mariah Carey concert?’ could now help fund blood cancer research.”
Since its launch last week, the website has already garnered over 30,000 visits, which at between 1-2c raised per visit is a great start, Goodale said.
“One or two cents might not sound like a lot, but if everyone was to set it as their homepage, those cents would quickly turn into dollars, and over the course of a year those dollars can make a big difference to a lot of New Zealanders,” said LBC communications manager Georgie Hackett.
But the site is more than a fundraising tool for LBC.
“The wonderful thing about searchforacure.co.nz is that it does more than just raise money. By getting thousands of Kiwis to get this page as their homepage, it keeps us front of mind each and every day.” Says Hackett.
The launch campaign runs until the end of this week, however the main site, searchforacure.co.nz, will continue to be live indefinitely. People wishing to set the site as their homepage can find simple instructions on the site itself. For those using Internet Explorer it’s as simple as a click of one button.
- Selected campaign executions can be viewed at www.facebook.com/LBFNZ or on Twitter @LBCNZ
CREDITS
Agency: .99
Chief Creative Officer: Craig Whitehead
Senior Creative: Edward Bell
Senior Creative: Ryan MacPherson
Account Director: Morgan O’Reilly
Developer: Greg MacKay
Digital Designer: Soolim Sohn
Head of TV: Vicki O’Leary
Executive Digital Producer: Liz Harvey
Digital Producer: Rachel Haines Villalta
Digital Planner: Colin Rebairo
Client: Leukaemia & Blood Cancer New Zealand
Chief Executive Officer: Pru Etcheverry
Communications Manager: Georgie Hackett
Media
Digital Assistant: Troy Blackman
Digital Director: Ivan Atkins
About .99 & justONE: Merging in 2013, the .99 / justONE partnership brings together leading talent across both retail and one-to-one specialist advertising. Established in 2003, .99 is widely regarded as the leading retail specialist-advertising agency in New Zealand, with a team of 120 staff providing creative ideas and production services to more than 15 of the country’s top retail brands.
Now partnered with pre-eminent, award winning one-to-one specialist agency, justONE, the two form a combined entity that also offers expertise in CRM, loyalty, database marketing and more. Both are part of the Clemenger Group, Australasia’s largest, most successful marketing communications company comprising more than 50 diverse advertising, marketing and related specialist units in Australia and New Zealand.
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