Awards
Spikes Asia Bronze | Digital - Use of social media
Cannes Bronze | PR
Cannes Finalist | Media - Charities
Cannes Bronze | Media - Use of digital platforms
PR Week Asia Gold | Non profit
Havas Worldwide social media campaign of the year
Campaign overview
With a dwindling elderly donor base the RFDS needed to appeal to a younger urban audience. Unfortunately this predominantly outback service had become irrelevant to young people living in major coastal cities. This proved a major problem as the RFDS relies on charitable funding for half its income. We needed to secure this new donor base to ensure the survival of this iconic service.
So we decided to sell something no Australian had ever had the chance to buy before – the Sky.
RFDS planes began the campaign by mapping their routes, these were then divided into precise kilometer squares and the patches put on sale at buythesky.com.au. Sky owners then received flight alerts as planes flew through their patch of sky – via Email, SMS and social media. Finally, sky owners were signed up to our CRM program aptly titled ‘Ground Crew’ securing a future donor base and completing a truly integrated campaign.
Campaign stats
184,000 website visits to date.
63% opting in for further comms.
22085 patches sold so far.