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.
The annual search for the very best of Australia’s young media, creative, and marketing professionals has begun, with Cannes Lions Festival representative The Misfits announcing entries are now officially open for the 2021 Snapchat Young Lions Competition. The Young Lions Competition, which is proudly supported by Snapchat and The Trade Disk, gives blossoming media talent […]
Global data and insights business Pureprofile Limited has today announced three new appointments to the Australian team to support its renewed growth strategy. Young Ham [pictured] joins the team in a global role as head of data, innovation and product, Kate Richards will hold the role of interim head of sales, data & insights ANZ […]
Lotame has today announced 109 per cent growth in third-party data sales in the APAC region from Q2 2020 to Q3 2020. Across the APAC region, India saw 555 per cent growth, followed by Malaysia at 190 per cent and Taiwan at 178 per cent growth. Subsequently, Australia saw 43 per cent growth and New Zealand […]
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]