Once Again: The Tagging Drive
Manasi Trivedi, R S Siju and Venkataraghavan Srinivasan
Campaign details
Brand owner: Once AgainAgency: Ogilvy & Mather Worldwide, BangaloreBrand: Once AgainCountry: IndiaChannels used: Other and ambient media, Social media, Word of mouth and viralMedia budget: Up to 500k
Executive summary
Making more with less: how an unheard-of, non-profit organisation got people to donate old items without spending on marketing
'Once Again' is a year-old, non-profit organisation based in Bangalore, India. Its unique operating model is to accept old items instead of cash, and then...