September 23, 2012

Spikes with a conscience

The newly announced winners at Spikes Asia show that marketing with a conscience is now a mainstream trend. Whether it’s sustainability or social responsibility, brands are discovering that doing good is good for everyone – even the bottom line. The best example from Spikes was the Grand Prix winner in the Digital category. The Connecting Lifelines project by Dentsu for Honda, to quote the Spike’s website, “was a response to the 2011 earthquake and tsunami in Japan. Roads in the region were affected and traffic was put to a complete stop. Within 20 hours after the earthquake, Honda quickly responded to the critical situation by providing road information collected real-time via the Internavi system installed on vehicles. By plotting these real-time data on a map, usable roads are visualized. Information was provided on the internet and through Google Map. Internavi became an indispensible tool for the nation”.

In the Mobile category the Rapid Rescue app by JWT for the Red Cross was a great example of technology making a real difference in people’s lives. The idea was “based on the insight that time is of essence when there is an emergency. It takes 4 minutes for the human brain to stop functioning in case of a heart attack. It takes 8 minutes for an ambulance to arrive. But life-saving help could be around the corner because Red Cross has 12,000 first-aiders in Singapore who are equipped to save lives. Rapid Rescue puts all individuals trained in first aid at everyone’s fingertips. The mobile app that connects a First Aid seeker to a first-aider, instantly. Once pressed by someone in distress, the app sends out an SOS to first-aid trained individuals close to the victim via GPS. Along with the SOS, the app also maps out the shortest route to the First Aid seeker”.

A Gold in the Direct category went to BBDO Guerrero and their Pepsi Bottle Lights initiative. As the Spikes website explains, “solar bottle lights are recycled plastic Pepsi bottles installed on roofs to refract sunlight into 55W of light. The brand has installed over 20,000 lights through the combination of volunteer action, online donation and direct sponsorship. Community management was magnified online and via events such as mass runs that collected and recycles used bottles for the activity”.

In almost every category we can find socially responsible, winning campaigns. The Pedigree Adoption Drive from New Zealand by COLENSO BBDO Auckland took Gold in the Promo and Activation category with Donation Glasses. They wanted to “demonstrate the power of a donation in a memorable and fresh way. So they partnered with a production company and developed a way to watch two different films on the same screen at the same time. Utilising this technology, they screened parallel stories; the first of a mistreated dog who gets rescued, the second of the same mistreated dog who never gets found. Before the movie, cinemagoers could choose between two sets of glasses. One pair was free. The other they got for a small donation. That choice decided the fate of the dog on screen”.

Working in advertising it’s not always easy to feel that you are making a difference in this world. This work shows that doing something meaningful is possible. Check out all the Spikes winners here.