Christmas was a bit brighter for thousands of Aucklanders after a record $1.3million was raised for the Auckland City Mission’s Christmas Appeal, thanks in part to a RAPP campaign encouraging Kiwis to “become someone’s angel” and light up Auckland.
The festive season was shaping up to be a very challenging period for the Mission with demand for services higher than ever and thousands of families turning to the Mission for help. In order to meet that need, the Mission asked RAPP to help reach the record donation target.
Leveraging previous Mission Christmas campaigns featuring angel wings and the headline ‘Become Someone’s Angel’, RAPP challenged New Zealanders to light up Auckland with their generosity.
The campaign centrepiece was a 30-second TVC and supported by executions across radio, outdoor, press, PR and online. New Zealanders could choose to donate with a text or via the givealittle.co.nz website.
Auckland City Missioner Diane Robertson says the campaign results are incredible. “The money raised is the highest amount ever raised by a Mission appeal. We are all absolutely delighted and very appreciative of all the hard work to make the Appeal such a success.
“I cannot thank the RAPP team enough for their commitment to the Appeal and I look forward to working on the next campaign together,” she says.
RAPP managing director Rob Limb said: “Working with the Auckland City Mission is so rewarding. Not only do we get to work with a passionate client who recognises smart creative campaigns, but we also get to see the difference that those campaigns make to Aucklanders in need.
“Helping to smash all previous donation records was a great way to end a successful year for RAPP and we’re excited to exceed objectives on many a campaign in the year ahead.”
CREDITS
Agency: RAPP
Creative Director: Tim Wood
Creatives: Jake Siddall, Sokpart Pao
Account Director: Jody McFarland
Account Manager: Harriet Arbuckle
TV Producer: Liz Garneau
Production Company: Fish N Clips
Executive Producer: James Moore
Producer: Felicia Asplet
Directors: Anita Ward, Jason Bock
DOP: Eoin O’Liddigh
VFX Editor: James Corden
Grading: Pete Ritchie
Audio Post-Production: The Factory (Clive Broughton)
Stock Footage: South Pacific Pictures
Music track: Team by Ella Yelich-O’Connor and Joel Little
Special thanks to: Taryn Viaggio at Native Tongue, Ben McGowan at Sony ATV Music Publishing, Aimee Blythe at Universal Music NZ, Metro Film, Eversden Lighting.
Zenith Optimedia
Group Business Director: Alex Lawson
Business Director: Emily Swan
Media Assistant: Tasmin Wheeler
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