Campaign: Charity gift catalogue promotion
Client: Save the Children
WPP company: Neo@Ogilvy, US
Save the Children raises money through its online gift catalogue which offers socially responsible presents such as vitamins for infants in Bangladesh, books for students in rural America and apple trees for communities in Ethiopia. These contribute to specific Save the Children projects. The site also sells handmade crafts, giving artisans in the developing world a new market for their products.
Neo@Ogilvy, one of WPP’s digital and direct media companies, developed an advertising campaign to promote awareness of Save the Children and their online gift catalogue for the 2007 holiday giving season. More than 10 million people viewed the ad, helping to increase revenues in the run up to the holiday season. The agency also negotiated discounted media space.