The ONIRIA/TBWA Campaign for Hunger Tests Customer's Patience
Courtney Scharf — May 24, 2012 — Lifestyle
References: creativesociety & springwise
A strong approach to raising money for the Food Bank, the ONIRIA/TBWA campaign used delayed pizza orders to make a point about lack of food in the world.
The campaign worked by pairing together with the two top pizzerias in Paraguay to pusposely deliver orders incredibly late. This clearly upset the customers, who upon receiving their pizza, were given their dinner for free with the option to donate to the Food Bank. The slogan featured in the accompanying video states “When you’re hungry, you understand hunger,” and this quote rang true for the campaign. Though initially disgruntled, the customers were generous with their donations.
A massive success, this attention-grabbing campaign is ingenious for the way in which it forced people to confront the issue at hand. Could this be the new approach to feeding the world? Only time will tell.
The campaign worked by pairing together with the two top pizzerias in Paraguay to pusposely deliver orders incredibly late. This clearly upset the customers, who upon receiving their pizza, were given their dinner for free with the option to donate to the Food Bank. The slogan featured in the accompanying video states “When you’re hungry, you understand hunger,” and this quote rang true for the campaign. Though initially disgruntled, the customers were generous with their donations.
A massive success, this attention-grabbing campaign is ingenious for the way in which it forced people to confront the issue at hand. Could this be the new approach to feeding the world? Only time will tell.
Trend Themes
1. Delayed Food Campaigns - Opportunity for brands to use intentionally delayed orders to raise awareness and funds for charitable causes.
2. Confrontational Advertising - Opportunity for brands to create provocative campaigns that force people to confront social issues.
3. Generous Donations in Discontent - Opportunity for leveraging customer dissatisfaction to encourage generous donations for a cause.
Industry Implications
1. Food Delivery - Opportunity for food delivery companies to collaborate with charitable organizations and leverage delayed orders to raise awareness and donations.
2. Advertising - Opportunity for advertising agencies to develop attention-grabbing campaigns that challenge societal norms and prompt meaningful action.
3. Charitable Organizations - Opportunity for charitable organizations to partner with businesses and create disruptive campaigns that empower customers to contribute towards social causes.
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