Westpac Bank has been supporting the Rescue Helicopter in New Zealand for more than 30 years. For this year’s appeal, we needed to come up with an idea that would help raise $1 million dollars and grow text donations by 50% – even while tens of millions of dollars were diverting to charities for Christchurch’s recent earthquake victims. Our idea was to take the familiar sound of the Rescue Helicopter, and make it synonymous with a second chance for survivors to achieve their dreams. We took the concept across all channels – from TV and cinema to mobile (with a free chopper ringtone for text donations) to bucket shakers outside of bank branches.
: : 2011 BRONZE EFFIE WINNER
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