Zulu Alpha Kilo gained the ‘Greatest Digital Media Technique’ and ‘Grand Prix’ classes at The Drum Awards for the Digital Industries 2021 for its Royal Canadian Legion work. Right here, the workforce behind the successful entry reveal the secrets and techniques of this profitable mission…
The Royal Canadian Legion has offered Remembrance Day poppies each November for many years as its main fundraising effort. However consciousness and relevance of the poppy program has waned during the last a number of years, particularly amongst youthful generations.
In 2020, Covid-19 additional difficult issues: the retired veterans who usually canvass streets and purchasing malls have been at excessive threat of contracting the lethal virus. With no volunteers and nowhere to gather donations, the Legion couldn’t perform its annual fundraising initiative.
HomeEquity Financial institution needed to assist. It’s Canada’s solely monetary companies firm completely serving seniors and regularly advocates on points that matter to them. These actions construct optimistic model associations for the financial institution. Up to now few years, the financial institution has partnered with the Legion on Remembrance Day, with a shared objective of guaranteeing the sacrifices of our veterans proceed to be acknowledged by youthful generations.
Our problem: discover a new method for HomeEquity Financial institution to assist the Legion interact a youthful viewers, elevate funds for veterans and assist cease the teachings of conflict from fading into historical past.
We recognized that many younger Canadians’ main publicity to conflict comes by leisure, typically by on-line gaming. Well-liked conflict simulation video games like Name of Responsibility form notion of battle amongst youth at this time way more than exercise on precise entrance strains.
Our viewers was engaged in the subject material however had little understanding of the real-world experiences and sacrifices of veterans. No sport might ever create a real understanding of conflict. We believed exposing avid gamers to the precise tales and experiences of veterans might change that.
Our technique: improve the attention and relevance of Remembrance Day by having those that play video games of conflict come head to head with those that lived it.
As a substitute of lecturing younger individuals on the significance of remembering the sacrifices of veterans, we linked with our viewers of their world and on their phrases. In a first-of-its-kind effort, 4 WWII veterans (all effectively over 90 years of age) have been recruited to type Staff Legion, the World’s Oldest Esports workforce. Their workforce brand was impressed by the second of silence practiced annually on the date 11/11 at exactly 11:11 a.m.
The marketing campaign
Greater than 70 years after they left the battlefields of Europe, on November 11, 2020, Staff Legion was deployed into the world of on-line gaming. Every veteran obtained a rental laptop computer put in with video-conferencing software program and a Name of Responsibility sport primarily based on World Struggle II. Online game influencers joined the veterans on digital battlefields – to not play however to put down their controllers in respect and to listen to their tales and honor their service. The influencers live-streamed the occasion on main online game platforms, giving the World’s Oldest Esports workforce a platform to remind youthful generations that conflict is just not a sport.
The execution targeted on channels that might attain youthful avid gamers. Platforms like Twitch, YouTube Gaming and Fb Stay have been used to attach with audiences who usually comply with and watch their favorite streamers. These channels generated pleasure for the “subsequent nice esports workforce,” with boards spreading the phrase inside gaming communities.
For the in-game setting, we used a stage exhibiting a decimated European metropolis from Name of Responsibility WWII because the veterans stood in solidarity nearly to share their true tales. By preserving to the now-iconic visible of a online game stage taking on the complete display screen with inserts of individuals talking on webcam, it felt like an everyday gaming livestream, solely with a really totally different message.
We set bold objectives with HomeEquity Financial institution for Staff Legion: over 100,000 views of the livestream, over 2m earned media impressions and a rise in on-line donations and particular person donations of 15% or extra versus 2019.
Each one in all our objectives was considerably overachieved. Connecting with avid gamers and educating them about conflict by the eyes of our hero veterans, the marketing campaign generated 6.9m earned media impressions for HomeEquity Financial institution and the Legion, together with a really important 342,000 views of the November 11 livestreams with the veterans.
Educators now use clips of the expertise to assist college students join with historical past. As one instructor wrote: “My college students have been entranced by this. They have been capable of focus on the video games they play and the way they glorify conflict.”
Staff Legion contributed to a 321% improve in Remembrance Day on-line donations. This amounted to an astounding $831,000 raised in assist of veterans throughout a difficult fundraising 12 months. The common quantity per donation additionally dramatically elevated by 58%.
This mission was a winner at The Drum Awards for Digital Industries 2021. Discover out which of The Drum Awards are at the moment open for entry.