RAPP campaign helps Auckland City Mission smash fundraising records; $1.3million raised

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Case Study: Christmas was a bit brighter for thousands of Aucklanders after a record $1.3million was raised for the Auckland City Mission’s Christmas Appeal, thanks in part to a RAPP campaign encouraging Kiwis to ‘become someone’s angel’ and light up Auckland.

The festive season was shaping up to be a very challenging period for the Mission with demand for services higher than ever and thousands of families turning to the Mission for help. In order to meet that need, the Mission asked RAPP to help reach the record donation target.

Leveraging previous Mission Christmas campaigns featuring angel wings and the headline ‘Become Someone’s Angel’, RAPP challenged New Zealanders to light up Auckland with their generosity.

The campaign centrepiece was a 30-second TVC and supported by executions across radio, outdoor, press, PR and online. New Zealanders could choose to donate with a text or via the givealittle.co.nz website.

Auckland City Missioner, Diane Robertson, says the campaign results are incredible. 

Says Robertson: “The money raised is the highest amount ever raised by a Mission appeal. We are all absolutely delighted and very appreciative of all the hard work to make the Appeal such a success.

“I cannot thank the RAPP team enough for their commitment to the Appeal and I look forward to working on the next campaign together.”

Says Rob Limb, managing director, RAPP: “Working with the Auckland City Mission is so rewarding. Not only do we get to work with a passionate client who recognises smart creative campaigns, but we also get to see the difference that those campaigns make to Aucklanders in need.

“Helping to smash all previous donation records was a great way to end a successful year for RAPP and we’re excited to exceed objectives on many a campaign in the year ahead,” says Limb.

Agency: RAPP

Creative Director: Tim Wood

Creatives: Jake Siddall, Sokpart Pao

Account Director: Jody McFarland

Account Manager: Harriet Arbuckle

TV Producer: Liz Garneau

 

Production Company: Fish N Clips

Executive Producer: James Moore

Producer: Felicia Asplet

Directors: Anita Ward, Jason Bock

DOP: Eoin O’Liddigh

VFX Editor: James Corden

Grading: Pete Ritchie

 

Audio Post-Production: The Factory

Clive Broughton

Alex Lawson: 

Group Business Director, Zenith Optimedia

 

Tasmin Wheeler: 

Media Assistant, Zenith Optimedia

Emily Swan: 

Business Director, Zenith Optimedia

 

Stock Footage:

South Pacific Pictures

 

Music track:

‘Team’ by Ella Yelich-O’Connor and Joel Little

 

Special thanks to:

Taryn Viaggio at Native Tongue

Ben McGowan at Sony ATV Music Publishing

Aimee Blythe at Universal Music New Zealand

Metro Film

Eversden Lighting