Huckleberry Finds Success With Kids Under Cover Campaign

Huckleberry Finds Success With Kids Under Cover Campaign
SHARE
THIS



Kids Under Cover’s ‘Donate your Car’ services has had a 63% lift in donations as a result of its latest ‘Unsellables’ campaign, created by full-service agency, Huckleberry Agency.

The ‘Unsellables’ is a range of old, worthless cars that represents all the unwanted cars that potential donors want to get rid of, but don’t know how to. The campaign reminds owners that while their car may not be worth selling, Kids Under Cover can provide a highly convenient alternative to the scrap heap.  The campaign has run across TV, press, digital and mobile advertising.

When cars are donated through the programme, Kids Under Cover collects them for free, auctions them then donates 100% of sales proceeds to helping prevent youth homelessness. Since launching in January, Kids Under Cover has seen a significant spike in number and value of donations as part of the initiative and just last week, a 1985 Ferrari Mondial worth $20,000 was donated.

Melissa Roberts, managing director at Huckleberry said, “Car donations aren’t motivated by altruism, but convenience.  So we decided to move the focus away from the Kids Under Cover’s charitable work with this campaign, and towards their car removal service. We wanted to pique people’s interest with an emotive nod to their once-loved cars and the personal benefits of donating, backed up by the charity’s worthwhile work.  And so far, it seems to be working!”

Aimee Suchard-Lowe, national marketing and fundraising manager, said, “The team at Huckleberry have done a fantastic job devising a creative idea that’s worked all channels and was driven by a clear strategy.  It’s been a long time since I have seen strategy and creative presented so seamlessly and the effectiveness of the campaign is reflected in our best year yet for the Donate your Car programme.”

Kids Under Cover is a not-for-profit organisation that works to prevents youth homelessness by building homes and providing scholarships and mentors for homeless and at-risk young people.

Please login with linkedin to comment

Latest News

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine