Advertiser: SOS Children's Villages SwedenAgency: RiverCountry: Sweden
Objectives
SOS Children’s Villages is a strong brand in Sweden but had lagged behind in the social arena.
The brand objective was to create a high talk value campaign that placed the brand, its representatives and its core topics on the agenda; mainly in the media.
The business objective was to generate more donations than the campaign used for previous year’s Mother’s Day; with a smaller investment.
The internal objective was to create a digitally centered campaign that paved the path for future social activations.
Strategy
The Situation...