Save the Children

Save the Children x Channel 4

Challenge

Brand Attribution

Summary

Save the Children partnered with Channel 4 in a Googlebox Christmas takeover.

Challenge

Since launching in 2012, Christmas Jumper Day has become Save the Children (STC)’s headline fundraiser, but only 12% of people associated the day with the charity. We wanted to reclaim ownership of the day, working with Channel 4 and some of STC’s famous ambassadors to boost brand attribution.

Idea

In order to help Save the Children stand out, MediaCom partnered with Channel 4 and flipped the script on two heart-wrenching charity appeals, instead making the focus about Christmas cheer. Together we planned a historic ad-break takeover on C4’S Googlebox.

To make this unique, it was hosted by Channel 4 and Save the Children stars Myleene Klass and Dom Joly. Christmas advertisers agreed to appear in their jumpers and attach the Christmas Jumper Day URL onto the creatives, delivering a continuous, consistent ad-break.

MediaCom and Chanel 4 donated the entire ad-break to the charity. And, in true Christmas spirit, for the first time ever John Lewis and Marks & Spencer waived category exclusivity rules to appear within the same ad-break.

Results

£4m+

raised from Christmas Jumper Day donations and most crucially we successfully re-established the connection with Christmas Jumper Day and Save the Children, increasing brand association by 33%.

individuals were reached in the ad-break.

15%

immediate increase in registrations the following week.

5.3m

pledged to take part.