Sick Kids vs 100 Today

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Title

Sick Kids vs 100 Today

Advertiser:

Sick Kids Foundation

Year:

2016

Source:

Branded Cities

Product Category:

Charities

OOH Format:

Indoor

Country:

Canada

Objective:

To fund a new operating suite the Sick Kids Foundation extended their “VS” campaign to Billy Bishop airport in order to recruit 100 new donors per day.

Target Group:

Past research found that 30% of donors from previous campaigns were US citizens, a very difficult audience to reach at other venues. Using this data, an OOH campaign was developed that targeted trans-border travelers.

Strategy and Media Used:

The “VS 100” campaign dominated the trans-border targeting travelers with a mix of digital and static out-of-home and encouraged them to visit a donation booth located in the lounge.

Results:

Over 4 weeks, donor sign-ups increased by 41% compared to previous year.