| 标题 | Chatpat |
| 广告公司 | FCB India |
| 广告战役 | Chatpat |
| 广告主 | SOS Children’s Villages |
| 品牌 | SOS Children’s Villages India |
| Posted | 6月 2022 |
| 行业领域 | 慈善机构、基金、志愿者 |
| 剧情简介 | 30 million abandoned and orphaned kids in India live in poverty and face a dim future. A problem that’s not solved by the Indian government alone. Since 1949, SOS Children’s Villages, a donor-based organization, has been helping abandoned or orphaned children to create a safe environment and a better future. But every year SOS faces increasing costs and severely needed more sizable, stable and continuous donations. The kind of donations you can only get from corporations. |
| 问题 | So, with SOS kids at the center, we devised a unique fund-raising model to convince India’s largest corporations to turn some of their huge marketing budgets into donations to SOS. We created Chatpat, a lovable and persuasive 10-year-old influencer with street smarts, who painstakingly recreated frame-by-frame India's most iconic commercials from the most recognizable brands, and then publicly offered those recreations to the brands on social media in exchange for donations to SOS. From Cadbury to Tide, Chatpat turned the biggest commercials into viral films, each film with the call to action for corporations to donate. The recreations were too charming to skip and resonated with millions of people who connected with these iconic commercials from their own childhood. Including today’s biggest CMOs. Through Chatpat’s social handles, we posted these commercial recreations on social media, starting with LinkedIn and Instagram, tagging the brands and specifically targeting CMOs to reach the most influential people in those corporations. 10-year-old Chatpat was immediately loved by everyone and became a celebrity. His army of fans and followers helped turn him into a viral success overnight, making him impossible to ignore by corporate brands. Relying entirely on buzz and earned media, he increased brand impressions by 1506%, increased corporate donations by 61.5% from the year prior and created an all-new fundraising model for the future of SOS. |
| 媒体类别 | 案例研究 |
| 长度 | |
| Digital Agency | Kinnect |
| 后期制作 | Lord + Thomas |
| PR Agency | Cumulus |
| Advertising Agency | FCB Chicago |
| 首席创意官 | Swati Bhattacharya |
| National Creative Director | Kartikeya Tiwari |
| 执行创意总监 | Ashish Tambe |
| Associate Director Marketing | Jaikrishna Patel |
| VP Design | Priyanka Mestry Soni |
| 美术指导 | Lekha Kambli |
| Visualiser | Mihir Haria-Shah |
| VP West | Ritika Malhotra |
| Associate Account Director | Aarzu Duggal |
| VP Web strategy and Organic Search | Dhruv Shah |
| Creative Strategist | Meru Kapoor |
| Creative Executive | Rishabh Kallyat |
| Creative Executive | Chirag Gupta |
| Lead- Creative Producer | Manan Gala |
| Creative Producer | Tushar Tawde |
| Video Editor | Pranav Mestry |
| Video Editor | Kevil Gada |
| VP Strategy | Kizie Base |
| 创意组长 | Pawan Pandey |
| 创意总监 | Maithili Mullick |
| Director and Cinematographer | Amit Roy |
| Director and DOP | Anas Ali |
| 首席创意官 | Andrés Ordóñez |
| VP Creative Director | Tim Schoenmaeckers |
| VP Creative Director | Niels Sienaert |
| Executive Creative Producer | John Bleeden |
| EVP, Director of Production | Kerry Hill |
| Creative Editor | Gus Spelman |
| 音频工程师 | Alec Chojnacki |
| 创意总监 | Jack Miller |
| 联合创意总监 | Kelly McGuckin |
| 联合创意总监 | Jake Roland |
| VP, Director of Project Management | Kristin Oberg |