THE CASE

Bring awareness in an unconventional and noteworthy way to the issue of online safety and parents role in keeping their children safe online.

Drive sales of the NGO’s Children Online Protection Kit, a new formula designed to fundraise for the organization.

Increase brand awareness and develop a positive Brand Image.

New technologies and internet inspire children to be creative, communicate and learn. However, it is important that children are protected from the risks they pose.

IStatistics show that more than 54% of parents are unaware of the dangers of internet, most never read a legal agreement on the internet before giving away personal information, and if are not aware of the dangers this poses, their kids probably won’t either.

We wanted to change this situation in a creative and impactful way.

Objectives

Insight

Strategy

Anchor 1

Execution

We created Happyvuelos.com, a fake internet flight search engine with very attractive ‘’adult candy’’: A fictitious trip to San Francisco, but San Francisco in Almería, Spain, not The Golden City in California.

We communicated the raffle trip through an emailing and a display campaign on digital media focusing on our target: Parents.

Once on happyvuelos.com, users where asked to provide their personal data, including their mobile phone, and had to accept the legal basis where the whole truth was explained, but guess what, no one read it.

Seconds after participating, the users received a WhatsApp message revealing the truth, exposing how easy it had been to get a hold of their personal date.

The text also had a link to information about the EDUCO Kit.

We further amplified the campaign once it ended by posting a video about the deceptive trip on EDUCO’S Facebook page, this generated substantial social buzz.

By fooling adults with ‘’adult candy’’ we were able prove to our target that if it has been easy to contact and to fool them, how easy it could be to contact an innocent child?

Results

The Happyvuelos.com campaign brought awareness to the issue of children safety online and it positioned EDUCO as a credible NGO to help educate parents and children alike to use the internet safely.

More than 1500 people visited the fake website, 500 participated in the fake contest and we raked more than 5K visits to the product website.

The campaign achieved over 13M media impressions.

The story was reported over 100 times on major Spanish media outlets.

We achieved an impressive open rate for the emailing campaign that surged to 6%, that is 3x over the average open rate in the sector.

The social outcome was brilliant with more than 150.000 video views on Facebook and Twitter.

Moreover, the campaign became viral and we were able to impact thousands of mom’s and dad’s with the Educo Child Protection kit by putting them in the shoes of their own children.

And the best part? With only a budget of 13K€ we managed to go and get 228.000€ worth of earned media value.

To change this situation EDUCO launched a ‘’Protection Kit’’ to educate parents and kids about internet safety.

To make parents aware of this kit in an impactful and creative way we launched: happyvuelos.com, a fake flight search engine that offered a fake prize: an incredible all-inclusive trip to San Francisco!