Came across this banner ad. by Unicef in many pages online. I didn’t have audio on in my PC till I landed on the IMDb page for Scott Pilgrim vs. the World (it’s a banner ad on top – since it may be targeted, you may or may not get to see it), at which point I had my speakers on and was listening to Florence And The Machine.
Then I heard it! It was a mild, unintrusive tap!! I was sure Florence Welch did not add this ‘tap’ in her music, so I checked all my 35 open tabs on Firefox to see which page was causing the ‘tap’. When I did get to the Unicef ad I was pleasantly surprised by its simple ingenuity – the tap sound is used beautifully in context within the main narrative – ‘We’ve tried silence. It’s time to speak up’! (Flash banner scaled down proportionally, from 728X90 to 468X60…to fit the proportions of this blog!)
So, unlike my usual self, I clicked on a banner ad (gasp!) and noticed Neo@Ogilvy’s name on my address bar for a brief moment before it changed to ‘awaazdo’ and into the Unicef campaign page. The campaign itself seems very well thought out – there are the basic engagement options for the lazy – enter your name and be part of the map which lists people who’ve ‘joined’ virtually.
There’s the mandatory ‘spread the word‘ page that lists all possible options along with helpful nuggets for each share vehicle like text message, email or even a blogger’s kit (Update: the blogger’s kit link does not work, by the way!). Then, there is a helpful note in the bottom which talks of more things people can do and a click takes us to a photo/video contest with prizes sponsored by Canon. The ‘donate’ option in this page and the ‘awaaz do’ kit for download are all quite apt and in context.
Most importantly, the ‘social’ links in this microsite’s footer (to Facebook, Twitter etc.) all link to not a newly created page for ‘Awaaz Do’, but to the existing Unicef India properties – small thing, I know…but you’d be surprised by the number of new properties agencies create these days…for each campaign!
Lovely effort in the conceptualization and creatives by Neo@Ogilvy! And to use paid media so appropriately to promote it too…hats off!