Awards
Arabella Gilchrist Awards
Arabella Gilchrist Awards
22062
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19,5

Milion people reached by the campaign

127

Countries reached

2

Campaign Awards

THE BRIEF

Reach a non traditional development audience (DFID segmentation Distracted Individuals) to engage them in the fight to help end deaths, from malaria, in Africa by 2015. Produce an innovative, engaging, surprising, effective and measurable integrated social media campaign.

THE SOLUTION

A fictitious Vampire film launch campaign, housed on youtube and a bespoke microsite with a built in “reveal the real killers” (mosquitoes) mechanism. Include a competition and thank you’s to help drive list build and reward participants.

THE RESULTS

Reach of 19.5 million across 127 countries through youtube, the bespoke site, twitter and blogs, plus industry media coverage (print, online) and TV.

Bronze Creative Circle Award – Best multimedia campaign
Gold Promax Europe Award.

Red Bee Case Study
Monn-RedBee-800x600

PRESS

THE GUARDIAN

Moon-Guardian

BRAND REPUBLIC
Moon-Brand-Republic

AD WEEK
Moon-AdWeek

THE SUN

Moon-Sun