Valentine's Day

Background

TBWA TEQUILA\ were tasked with the challenge of raising awareness for the Organ Donor Foundation through a cost-effective registration drive.

Idea

South Africans are inundated daily with charity pleas. There are out-stretched hands on every street corner, in restaurants, on TV and in magazines. As a result, the average South African has created a shield of indifference. The Organ Donor Foundation needed to get through this shield. Instead of trying to force the consumer into an emotional space and make them connect with the brand, TBWA TEQUILA\ decided to reach into an existing emotional space, a time when people were already thinking of others.

To this end, they hijacked Valentine’s Day by placing fake Valentine’s cards in leading newsagents in Johannesburg and sending fake cards and e-Valentines to key clients, local celebrities and the media. The card carried a typical message on the front, ‘My heart belongs to you’. Inside, the message urged respondents to consider becoming an organ donor – ‘There are over 200,000 registered organ donors who may one day save your life. Do the same for someone else’. The envelopes for the hard copy mailing were all personally addressed.

Results

There was a huge increase in awareness as a result of the campaign and a massive 21.3% increase in registrations. All the in-store cards were taken by customers and the campaign received free press coverage in a leading newspaper as well as free exposure on South Africa’s top marketing website, unexpectedly increasing exposure to 4,600,000 people. All for under 500 Euros. The campaign was also awarded a Media Lion at Cannes.

Target Audience

General public, key clients, local celebrities and the media in Johannesburg