Category

Award

PLAY AIR

ClientTHE SONG ROOM
ProductCHARITY FUNDRAISING
EntrantBADJAR OGILVY Melbourne, AUSTRALIA
Type of EntryIntegrated
TitlePLAY AIR
Product/ServiceCHARITY FUNDRAISING
Entrant Company:BADJAR OGILVY Melbourne, AUSTRALIA
Advertising Agency:BADJAR OGILVY Melbourne, AUSTRALIA
Credits
Name Company Position
Michael Knox Ogilvy Executive Creative Director
Nicholas Desira Ogilvy Creative Director
Sally Richmond Ogilvy Copywriter
James Sterling Yello Creative Director
Dee Vallabh Yello Designer
Jason Deacon DT Digital Art Director
Emma Park DT Digital Copywriter
Tim Marxsen Ogilvy Agency Producer
Andrew Baxter Ogilvy CEO
Nathan Dixon Ogilvy Account Director
Paula Bloodworth Ogilvy Strategy
Sam Hopgood Sound Lounge Sound Engineer
Charles Williams/ Matt Weston The Pound Directors
Fiona McGregor The Pound Producer
Elodie Fouqueau MRPPP editor
Paul Curran The Song Room Marketing Manager
Lynda Soklich The Song Room Fundraising Manager

Describe the campaign/entry:

The Song Room is a not-for-profit organisation that provides music and arts programs for disadvantaged kids. They asked us to create a fundraising campaign to help them continue to do this. We knew music was essential for children’s learning and development. What we didn’t know was that 700,000 kids across Australia don’t get taught it at school. That’s three out of four kids who only have air instruments to play.We thought that was a pretty amazing statistic and put that way, we thought it was also pretty compelling. So our idea was to help The Song Room put real instruments in the hands of kids who need them by creating an entire campaign around Air Instruments. A unique approach to charity advertising, it wasn’t just a pull on the heart-strings, it was fun.

Give some idea of how successful this campaign/entry was with both client and consumer:

The buzz generated, not to mention the resulting clips, votes and visits to the website, has increased awareness of The Song Room’s cause, but also their funds and their network of supporters.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We made a set of Air Instruments to sell in retail stores to raise money. Light hearted and playfully designed, the vacuum moulded Air Instrument packs were popular. They sold out of many of the stores the day after they were displayed. To launch the packs, we held an Air Busking event in Melbourne. The heart and soul of busking in Australia, some 508 registered Melbourne buskers were approached to take part in the event. The buzz generated, not to mention the resulting clips, votes and visits to the website, has increased awareness of The Song Room’s cause, but also their funds and their network of supporters. Many passers by stopped to take a look at the unusual sight. Some joined in, some even took photos. Many more visited the playair.com.au website. More still recorded their clips at Federation Square on the day to be automatically entered into the playair competition.