Leukaemia & Blood Cancer NZ launch new initiative searchforacure.co.nz via .99
Creative retail agency specialists .99; and not-for-profit, Leukaemia & Blood Cancer New Zealand (LBC); are giving New Zealanders an innovative way to raise money for blood cancer research, that doesn’t cost a single cent.
The initiative, searchforacure.co.nz, was created as a way for everyday Kiwis to join the fight against blood cancer. The website itself is simply a Google-powered search engine, along with a few online ads. Every time someone uses the site to search the web, the online ads generate a few cents for LBC.
LISTEN TO THE SPOT – LBC 030 00336 Search Lorde_Digital Radio01.mp3
Says Ben Goodale, managing director .99 and justONE: “Not everyone can afford to make big donations to charity, so we’ve created a way for Kiwis to give their support, without asking for their money.”
To launch the site, .99 created a highly targeted online campaign featuring over 100 executions, including Youtube pre-rolls, Facebook Video ads, sponsored Twitter posts and even Pandora Radio ads. Demonstrating that even the most mundane search could help make a difference, the agency monitors trending topics each day, and then pushes new executions live in real time, targeting those people who are more likely to be searching for that topic.
Says Craig Whitehead, chief creative officer: “Each day millions of Kiwis are searching the web for answers to all sorts of weird and wonderful questions. Now, thanks to this initiative, googling a question like “whether it’s a social faux pas to attend the Mariah Carey concert?” could now help fund blood cancer research.”
Since its launch last week, the website has already garnered over 30,000 visits, which at between 1-2c raised per visit is a great start.
Says Georgie Hackett, LBC communications manager: “1 or 2c might not sound like a lot, but if everyone was to set it as their homepage, those cents would quickly turn into dollars, and over the course of a year those dollars can make a big difference to a lot of New Zealanders.
“The wonderful thing about searchforacure.co.nz is that it does more than just raise money. By getting thousands of Kiwis to get this page as their homepage, it keeps us front of mind each and every day.”
The launch campaign runs until the end of this week, however the main site, searchforacure.co.nz, will continue to be live indefinitely. People wishing to set searchforacure.co.nz as their homepage can find simple instructions on the site itself. For those using Internet Explorer it’s as simple as a click of one button.
Media agency: Spark PHD
9 Comments
http://www.homepageforthehomeless.org/
This is a completely different idea? One generates funds through online shopping, one generates money through online advertising. Besides the fact they are both websites, what’s the similarity?
Sorry, this idea annoys me. There is a guarantee that absolutely no one will do this. And if the .99/Colenso offices do it we’re talking about a figure less than 99 cents. Scam charity work, this is.
FIrst off, this campaign has not gotten anything to do with Colenso – does it mention their name anywhere?
Secondly, you have the right to be sceptical but you know what, this could work. Is it more likely that it will fail to garner the critical mass required? Sure. But is ‘guaranteed that absolutely no one will do this’? No.
When you reduce your opinion to hyperbole you sound like an utter moron. Maybe less time bitching about other peoples ideas, more time trying to turn your no doubt utterly mediocre career around?
‘has not gotten’ is mediocre mate.
This is a cool idea from a technical POV, but really will is payback the agency time invested? .99 might have been better to write a cheque for the charity.
And no, my career isn’t mediocre. I get paid handsomely for ideas that pay off.
In a time of staff lay-offs and pay crunching, it seems excessively uneconomic.
It should mention Colenso to be fair, given how close this idea comes to the dog thing. Which works better with way less being asked of people. I agree with this being scam charity, though. It takes a heck of an effort to use a webpage search engine when you can just click the top of the browser in the address bar. It just won’t really happen will it. No. Maybe. Nah, not really.
‘ but really will is payback the agency time’ is mediocre mate.
And sure, whatever you say. It’s always the people hiding behind anonymous trolling of other peoples ideas that have the great careers and the game changing ideas. We all believe you.
But no, you’re right. Let’s stop trying to do something new, or something that might not work. Let’s all just do safe mediocre crap. I am sure that is your wheelhouse.
You’re defending your idea with too much vitriol. I would say this is safe mediocre work. There’s nothing new here. Pull the pen and paper out from your ass and try again. It will be alright.
…it’s okay to critique here isn’t it?
‘Trolling’ is a whole different thing: personal and nasty.