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Brief
Save the Children is the UK’s leading children’s charity, supporting children here in the UK as well as in countries affected by war and natural disasters.
As part of their campaign to raise awareness of child poverty, Save the Children decided to launch a digital marketing campaign that would highlight their cause in a fun way, whilst retaining the serious message. In light of the General Election being called, their multimedia team came up with the concept for the ‘Peck, Pester or Pee’ campaign - a light-hearted take on the trend of politicians being photographed kissing babies on the campaign trail - and approached Coast Digital to bring their ideas to life.
The objective of the campaign was to drive traffic to Save the Children’s website and Facebook page, as well as encouraging players to sign up to a mailing list to receive more information on Save the Children’s child poverty campaign.
Strategy
Following Save the Children’s brief, Coast Digital set about developing a digital strategy that would ensure the campaign objectives were met.
The concept for the ‘Peck, Pester or Pee’ game was expanded into an animated interactive video portraying Gordon Brown, David Cameron and Nick Clegg holding a baby, which requires the player to upload a photo into the infants face. The player can then choose whether to peck, pester or pee on their chosen candidate, depending on their political persuasion.
The game captures players’ email addresses and offers them three options on how to support the charities’ child poverty campaign.
Branislava Milosevic, Save the Children’s Head of Multimedia said, ‘The team here at Save the Children came up with the creative concept for this digital campaign. On the back of the elections being called we wanted something which would warm people up to our campaign against poverty here in the UK and overseas. Coast Digital helped us to bring this idea to life by creating this fun widget with a serious message.’
Execution
Focusing on the idea of utilising social media, the Coast Digital team developed the game into a Facebook application that could also be embedded onto Save the Children’s website, ensuring maximum exposure. Once a player has participated in the game, they then receive an animated film of the results which can be shared across social networking sites and will appear on their Facebook profile.
Results
Designed to be visually appealing and fun, but in no way derogatory to the three leadership candidates, the game has so far been a great success.
Third Sector magazine, the leading publication in the not-for-profit sector, voted the game their ‘Digital Campaign of the Week’
Jamil Shehadeh, Head of Creative at Coast Digital, comments, ‘Save the Children wanted a fun and entertaining game to tie in with the General Election, which would bring attention to their child poverty campaign. The Peck, Pester or Pee Facebook application not only promotes their worthwhile campaign, but appeals to younger voters and attracts new supporters. And it’s good fun to play!’
The campaign will run in the weeks leading up to the election and for the first 100 days of the new government.
To Peck, Pester or Pee, visit:
http://www.facebook.com/apps/application.php?id=110461602306859
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