UNWFP Coins

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UNWFP Coins
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Challenge

• The objective is to provide a steady,
  full-impact, and inspiring communication for
  Project Genova to increase awareness about the
  WFPs advocacy as well as increase the donations
  that would save and shape these childrens
  futures.
• World Food Programme (WFP) tasked the agency to
  help increase donations to provide school
  children with take-home rations and on-site meals
  to not only helped improve nutrition, educational
  performance but also helped to keep more poor
  kids in school.

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Solution

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• Through interactive and engaging banner ads in
  Multiply, which is one of the fastest,
  cost-efficient, and most effective way of
  spreading communication to a very wide audience,
  people heard our plea and reacted immediately.
• By using an expanding Leaderboard online
  advertisement (one of the first in the Phils. to
  use this format at the time of launch), users
  were asked to pick up spare change that lay
  hidden across the screen. Users learned that
  finding cash isnt as hard as you think. Clicking
  on the banner would lead them directly to WFPs
  landing page where users can send their
  donations.
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• Aside from banner ads, page takeovers were also
  used for the campaign. In the website of
  Yehey.com, users were momentarily disrupted from
  browsing as the page they were viewing literally
  fell apart. The sudden avalanche of the page
  would grab the users attention.

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Solution

• There were 2 executions of the concept
• One was an expanding leaderboard in Multiply.com
• It was one of the first advertisers in Multiply
  PH to use an expanding format and interacted with
  the users

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Solution

• Another was a page takeover in Yehey.com
• One of the advertisers in Yehey.com that entailed
  a shocking execution via disassembly of the
  entire page

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Solution
Landing page
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Result

• On its very first day in Multiply, it garnered an
  impressive CTR of 0.59 out of 167,218
  impressions delivered, quite high for a non-promo
  ad. For the entire campaign, average CTR was
  0.34 with a total of 2,500,031 impressions
  delivered.
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• The WFP ad got the highest CTR (click-through
  rate) during the time that it was served.
  Multiply Philippines 2009.
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• In Yehey.com, the campaign garnered an effective
  0.30 CTR. This is double the industry standard
  of 0.15.
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• The net effect - WFP has increased enrolment by
  40 and has sustained attendance at 94 at
  assisted schools.
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• The client was so inspired and pleased with the
  creative banner advertisements and website. The
  campaign was rendered in a surprisingly creative
  and interactive way. The online campaign was so
  successful in the Philippines that they are now
  planning to adopt the same platform for Europe
  and North America.