MARD - "Boomewrong"

FACEBOOK CREATIVE SHOP Singapore, Singapur

Awards

8039

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: MARD
Länder: Singapur

Werbende: MARD

Titel	Boomewrong
Agentur	FACEBOOK CREATIVE SHOP
Kampagne	BOOMEWRONG
Werbende	MARD
Marke	MARD
Datum der ersten Ausstrahlung/Veröffentlichung	2017
Geschäftsbereich	Informations-/Hilfevereinigung über der Krankheit
Philosophie	Abuse happens on a repeat. The first time is a crime. Stop it before it becomes a cycle. We used the power of Facebook targeting to reach women in relationships, specially in the top 10 cities with the highest incidence of domestic violence. The ads were served directly and only on their personal mobile Facebook timelines. Many women feel ashamed or afraid to talk about abuse even to their friends so we made it safe for them to open up. The ads directly opened into messenger where women could confide in the Chatbot Shakti – safely and privately, without feeling judged. Built with the intelligence of professional counsellors, Shakti could provide counsel, comfort fears and extend support, empowering women to break the cycle of abuse.
Problem	For MARD – an NGO with low media budgets, it was encouraging to see the massive impact the campaign had, reaching 6.5 million women one on one and giving them not just counsel and hope but actual tools they could use to break the repeating cycle of violence. 6.5 Million Women Reached 5.3 Million Views 18K Women reached out to Shakti Session length ranging from 10 Mins to 1 Minute 3.9 Million Actions on the page Staggeringly high relevance score of 9/10 All this huge impact was made at a small media spend of only 10K by using creative that was made for mobile FB feed, sharp targeting and instant messaging in a way never used before.
Ergebnis	Short videos designed for the newsfeed in the Boomerang format to powerfully demonstrate that abuse is cyclical and happens repeatedly unless stopped.
Medientyp	Fernsehen
Länge	122 seconds
Bot Platform	Anindita Guha
Bot Platform	Kauntal Patel
Bot Platform	Vimal Cherangattu
Chief Creative Officer	Mark D'Arcy
Director of Creative Shop Studio	Keenan Pridmore
Regional Director Apac	Fergus O'Hare
Head of Creative Shop India	Juhi Kalia
Kreative Strategie	Parul Arora
Visualizer	Aditi Rajagopal
Producer	Claire Davidson
Client Solution Manager	Debasish Patra
Client Solution Manager	Snehi Jha Mehta
Media Partnerships	Ankit Rihal
Media Partnerships	Saurabh Doshi
Director	Swati Jain
Direktor Fotografie	Swati Jain
Executive Producer	sagarika kochrekar
Direktor Fotografie	Sai Sanil
Assistant Director	Anusuya Mitra
Hair and Makeup	Karan Singh
Casting	Sonam Singh
Production Controler	Anuj Tiwari
Cutter	Hemant Turte
Colourist	Harsh Dandotiya