When Yuchenxuan He’s father informed her how a lot it value to lift her, she had a rightful shock. From that emerged the inspiration for a marketing campaign concept that deservedly clinched a gold within the 2022 Younger Spikes PR competitors, the place it beat out contributions from 61 different groups.
He, senior artwork director at BBDO Shanghai, and Xin Chen, group planning director on the identical company, joined heads to sort out a PR transient prepped by Mom’s Alternative, a Hong Kong-based charity that serves kids with out households in addition to pregnant youngsters.
The transient was to create a signature fundraising marketing campaign for Mom’s Alternative that can change into an annual fixture on the organisation’s fundraising calendar every year on Mom’s Day. The problem was that 75% of Mom’s Alternative funding is non-recurring, which implies that on the finish of the fiscal 12 months, its fundraising has to restart for the brand new fiscal 12 months. But, practically all of its prices are fastened as a result of it homes kids and ladies with two 24/7 operations.
One of many causes He’s and Chen’s marketing campaign hit house was its simplicity. Chen informed Marketing campaign Asia-Pacific that to ensure that the marketing campaign to achieve buzz and lift consciousness, it wanted to be “single-minded” and straightforward to know so that folks might resonate with it. The duo went by many concepts, a lot of which have been killed earlier than a lightning-bulb second arrived.
He recalled a dialog along with her father about how a lot it value to lift her, and when her dad stated “hundreds of thousands”, she discovered herself in disbelief. She used this as perception for the marketing campaign. If it prices a lot to lift one baby in Hong Kong, think about the price of elevating so many orphans and teenage moms.
So the workforce got here up with the concept of presenting the charity’s many fastened prices within the format of a invoice (see picture above), not too completely different from a restaurant invoice. Chen stated the workforce needed Mom’s Option to keep away from being apologetic or shameful about asking for cash, however slightly to current its prices in a approach that instantly caught with audiences.
Award | Entry title | Staff |
Gold | Cut up Mom’s Invoice | Xin Chen, Yuchenxuan He (BBDO Shanghai) |
Silver | Mother’s Menu | Andrea Melissa B. Penaranda, Maria Celina D. Hembrador (Tribal DDB Philippines) |
Bronze | #InMyMomsJeans | Denise Cheong, Sunny Chuang (BLKJ Havas) |
One factor He and Chen thought-about when conceptualising the marketing campaign was whether or not or to not ‘sexify’ the marketing campaign with an NFT ingredient. Chen seen most of the Younger Lions profitable concepts revolved round issuing a crypto coin or one thing of the type, and he toyed with the concept of doing the identical for Mom’s Alternative. Finally they determined towards “leaping on the bandwagon”.
“As an alternative of getting carried away with buzzwords that will add complexity to the marketing campaign and make it much less easy, we targeted on being simplistic,” Chen stated. “Being easy was one of many requirements we set for ourselves on the very starting. We consider it was all the time going to be most impactful if you happen to can see the invoice in actual life slightly than as a digital file.”
On the most important misconceptions the business has about younger creatives, He stated that lack of expertise is usually equated to a scarcity of functionality to ship good concepts. Chen added there are a lot of components at play in the case of the business’s battle to draw younger expertise, corresponding to younger individuals being lured into tech corporations at early levels of their careers on account of low beginning salaries. To bypass this, Chen means that business leaders promote marcomms as a contributor of tradition in order that younger expertise could be satisfied of the capabilities of the business.
To have a good time their Younger Spikes win, He and Chen “didn’t do a lot” moreover taking a selfie and sending it spherical to their proud BBDO colleagues.