Event: U2 Vertigo Concerts – 24th & 25th November 2006
Agencies: Opera Telecom & Sun Microsystems
Project: Txt Support Channel
Solution: RedDirect
Launched: November 2006
Campaign length: 2 days
Campaign website: www.makepovertyhistory.org.nz
Background:
Make Poverty History brings together a wide cross section of organisations, faith groups, trade unions and celebrities who are united by a common belief that there is currently an unprecedented opportunity for global change.
Make Poverty History has received unprecedented global recognition, particularly due to the active support from celebrities such as Bono, the lead singer of the internationally acclaimed music group U2 and the implementation of a txt channel into their recent Vertigo World Tour.
To raise awareness of this cause within New Zealand, Bono, and the Agencies he works alongside, enlisted the help of Run The Red to implement an easy and effective txt campaign for concert goers to actively show their support to Making Poverty History.
Objectives:
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Raise awareness of the devastating effects of poverty throughout the world and encourage people to support the cause of Making Poverty History.
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Generate a database of names of people who support Making Poverty History.
Promotion of Campaign:
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Website
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Viral Marketing
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Concert
Strategy:
Run The Red worked closely with Opera Telecom & Sun Microsystems to create an easy to use and effective Txt Support campaign. To actively encourage people to utilise the txt support channel Bono requested concert goers to get out their mobile phones at the concert and to show their support.
How it worked:
Concert goers could show their support by txting their name to the short-code, which was displayed on the big screen at the concert.
A sample of these names were then displayed at the end of the concert on the big screen leaving a lasting impression to concert goers of the number of New Zealanders wanting to Make Poverty History.
Results:
The campaign was a huge success with over 10,000 messages passing through the system from the two concerts alone.
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That is over 5,000 names all wanting to support the cause of Making Poverty History!
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