Idea/Challenge:Woolworths were running a Twitter campaign that drove everyone to their woolieslovebirds.co.za website, except a typo on their advertising had left the web address reading woolieslovebird.co.zaOur client saw this and asked us how we could leverage this to raise funds for their NPO – Soil for Life.

Strategy/Execution:We cunningly registered woolieslovebird.co.za and publicly held the website ransom, giving Woolworths until Valentine’s Day to pay up. Through viral and online channels we quickly generated immense interest in the drive.

Results:In 14 days we raised R300,000 of publicity, and through donations from other major corporates that got involved (ie. Panasonic, Standard Bank) we raised R100,000 two hours before deadline.

As this was a reactive idea, the media strategy had VERY short lead times (aka a day).First off we registered the website and uploaded our ransom note for all to see.

We then disseminated press releases with links to the ransom note. The press release included ransom note and the Woolies in-store picture. This got the press involved. On the Yuppiechef website we created a Donate Now icon and explained the story.

We secured interviews on TV (CNBC) press and radio, all of which built hype and interest.

R100,000 ransom for the Soil for Life charity was raised in 14 days.

R300,000 worth of media coverage was obtained in 14 days.The campaign featured heavily online, and had a strong presence in the press.

Huge multi-national corporations (besides from Woolworths) got involved and donated as a result of the coverage we generated. This included Panasonic, Standard Back etc.