A great message not being heard.
Amnesty Australia needed to hit lofty targets for their most crucial time of year for fundraising, Tax Time.
With a highly saturated market at this time of year we needed to be tactical in our approach to the campaign. Locking down our core target market, our aim was to hit them at the right time, the right way throughout the day, all whilst sticking to our limited budget and ensuring minimal wastage.
We focused our spend on one ATL channel hitting our audience when they have high dwell times in their daily commute. And a highly targeted digital campaign across a multitude of awareness and performance channels.
All resulting in their most successful tax time appeal in Australia. With their income target exceeded by over 20%.