2011 BRONZE EFFIE WINNER
Westpac has been supporting the Rescue Helicopter in New Zealand for more than 30 years and in the process the charity has become one of the main brand ‘pillars’ for the bank. The brief was to come up with a big idea that would help raise $1 million dollars for the annual Chopper Appeal during Chopper Month (May 2011), and grow text donations by 50%, while building the Westpac brand. The idea would have to be carried across TV – 30s & 15s spots, Cinema, Press, Radio, Outdoor, Online – Display & Search, Email & Statement Insert, In-branch, Bucket Shakers outside branches, PR activation.
The main challenge was the Christchurch earthquakes which had dominated the hearts and minds of New Zealanders, to the detriment of the many other charities that rely on donations to survive. Donations to the various earthquake appeal funds from New Zealanders had totalled in the tens of millions of dollars — funds diverted away from other charities.
Our idea was to take the familiar and iconic sound of the Rescue Helicopter, and make it synonymous with a second chance to achieve your dreams.
It’s not the sound of a chopper. It’s the sound of a second chance.
But possibly the most effective medium, and certainly the most cost effective one, was the simple cellphone ring tone. All of our advertising encouraged people to text ‘chopper’ to a short code to automatically donate $3 to the Chopper Appeal, and download the Chopper ring tone. By giving away a ring tone with the donation we were able to provide value back to the donor at no cost to ourselves. Plus, donors could wear the ring tone as a badge of generosity.
Remarkably, the 2011 Chopper Appeal was the most successful Chopper Appeal in history, in terms of funds raised. All of this against the backdrop of a hugely difficult charity environment, when most other charities have been struggling.
