adventhoeren.at, Advent Calendar for both hearing and deaf: Senft & Partner, Austria

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PROJECT: ADVENTHOEREN.AT, ADVENT CALENDAR FOT BOTH HEARING AND DEAF
AGENCY: SENFT & PARTNER – AUSTRIA
CLIENT: AUSTRIAN DEAF ORGANISATION

Project of the Year: 2010 Toronto AGM

Background

250 million people in the world are deaf. Austria has a population of 8,5 million, of which 10,000 are deaf and 500,00 hearing impaired.

Objectives

  • Raise brand awareness and reputation
  • Establish contact with perspective clients in a sympathetic way
  • Find sponsorship partners
  • Establish links with supporters in various companies and media

Programme

  • Advent calendar to appeal to both hearing and deaf
  • Ensure that the calendar remained visible for a month
  • Use the calendar as both a PR tactic and for fundraising

Tactics

  • Each advent day was donated by a company who gave a story and money
  • Every company was also invited to utilise the adventhoren.at calendar for its own internal and external PR
  • Additionally companies were asked to find / submit their own Christmas tale, involving their employees or choose from a selection of stories that could have had a connection to the company’s products
  • Representatives of the participating companies were invited to speak some words
  • The stories were told by professional speakers
  • Social media employed to disseminate the information

Timing

  • July – September – Finding sponsors
  • October- November – Recording movies
  • November – Starting media work
  • 24 November – Kick-off party
  • December – On air
  • Jan/Feb – Reporting

Results

  • Strong commitment of employees – good feeling as it was something meaningful
  • Enhanced external reputation achieved
  • New leads and personal contacts made
  • 17.9 million readers viewed in print
  • 51% coverage in print, 49% online
  • Print : 70% daily newspapers, 23% consumer magazines. Social/family/health specialist magazines, special interest media and business magazines made up the rest

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