The iPhone App, created for homelessness charity Depaul UK, praised for reaching new donors
Publicis London has been awarded a prestigious Gold IPA Effectiveness Award. The Gold, one of just four handed out, was awarded at a ceremony in London on Tuesday night.
The IPA Effectiveness Awards reward marketing communications campaigns that have proved the commercial power of ideas and demonstrated their marketing payback. This year’s competition was open to campaigns from global agencies, media owners and clients, with a total annual marketing communications budget of up to £2.5 million.
For a number of years Depaul UK has attempted to recruit younger supporters to counteract its shrinking donor base. Previous press and radio campaigns yielded only modest results. In 2010 Depaul UK developed an iPhone application that could help it reach out to a younger audience. iHobo required users to take care of a virtual homeless person for three days.
Despite no paid media coverage, the App was downloaded 600,000 times, delivering 95 times more new donors than previous campaigns. It has added 1,021 young people to the Depaul UK database who have a potential combined lifetime donation value of as much as £1.5m.
Said Torsten Schuppe, Marketing Director, UK and Ireland, Google: “This is a fascinating use of a mobile application with an amazing short-term effect. The lowest budget to ever enter the Awards, this paper is a brilliant example of how to deliver impressive results on small funds.”
To view the winning campaigns and the creative work, and for more information about the Awards, visit: http://www.ipaeffectivenessawards.co.uk/.