Sydney and Perth based digital agency Longtail has launched its first campaign for Amnesty International Australia, following its recent win of the not-for-profit’s digital work
The ‘Human Rights Defender’ campaign includes an HTML5 ‘360’ mobile advertising execution. The ad utilises the accelerometer and gyroscope built into smartphones, in banner, to emphasise the plight of Syrian refugees with a panoramic canvas.
The ad unit is a fully third party ad-server integrated and programmatic exchange-ready format developed by Longtail, and can integrate other 360 formats including Google Streetview.
The campaign is designed to grow AIA’s active supporter base within Australia and drive donations, as a direct response to the growing Syrian refugee crisis. It has been devised to be predominantly programmatic, with media planned and bought through Longtail; including HTML5 RTC (Real Time Creative) and social advertising formats.
The data-driven creative platform focuses on building saliency of the work AIA is engaged in globally, using a compelling narrative of impact stories, evidencing and advocacy to grow AIAs financial supporter base.
“Longtail has demonstrated exceptional understanding of our brand and the work that Amnesty International is engaged in. It is important for us to ensure that we are reaching the Australian public in different, engaging ways, and digital is a key area for that. Longtail has added value at all steps of the creative process and we are excited to see the impact of the campaign in driving donations for positive human rights,” said Jeremy Bennett, supporter acquisition program manager, Amnesty International Australia.
“We’re delighted to get this campaign in market,” said Carlo Bertozzi, CEO and founder of Longtail. “It is a perfect storm of creativity and data, combining together to deliver a visually arresting advertising campaign for a great cause.
“As far we’re aware this is the first time that a DMP has been leveraged in this way to drive a donations campaign, both from an acquisition and creative perspective,” said Bertozzi
The social component of the campaign is a joint effort with AIA, with its experienced team anchoring the organic posts and audience engagement.
The campaign will use the growing range of creative social media formats to create a compelling social advertising platform across Facebook, Twitter and Instagram.
“The AIA team has been incredible to work with. We’ve been able to create a complex and emotive campaign with an amazing turn-around, and its commitment is tangible!” said Bertozzi.
The campaign, which will involve over 150 different individual creative assets breaks today.