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Reading: Huckleberry Finds Success With Kids Under Cover Campaign
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B&T > Media > Huckleberry Finds Success With Kids Under Cover Campaign
Media

Huckleberry Finds Success With Kids Under Cover Campaign

Sarah Bamford
Published on: 31st March 2015 at 9:01 AM
Sarah Bamford
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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.

https://www.youtube.com/watch?v=urqWyoOaSfk

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TAGGED: Clemenger BBDO Sydney, Fairfax Digital, getty
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By Sarah Bamford
As the Group Communications Manager for Dentsu Aegis Network Australia & New Zealand, Sarah manages the internal and external communications for the company's 20 diverse marketing and communications businesses, ensuring that the ANZ communications strategy is aligned with the Group's global requirements. Before moving into corporate communications, Sarah was an Account Director in PR consulting, developing a strong background in FMCG, lifestyle and property & design. She developed and implemented successful campaigns for clients such as Coles, AGL, Sunbeam, Vitasoy, Triumph, News Limited, Callaway Golf, General Mills (Betty Crocker), Simplot (Bird's Eye), The Royal Mail Hotel, Pan Urban and ANZ. Sarah holds a Bachelor of Arts from The University of Melbourne, a Graduate Diploma in Public Relations from RMIT and is a member of the Public Relations Institute of Australia (PRIA).

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