To get a nation focused on last-minute Christmas shopping to consider the plight of child heart patients who miss the festive magic, Golin connected the Christmas lights of London’s famous shopping district, Seven Dials, to the heart monitor of a 2-year old heart patient, Billy. The Christmas lights pulsed in time with his heartbeat in the last shopping week before Christmas, creating an emotive Christmas tale. The campaign sparked conversation and emotion, which sent the UK story around the globe. The results against our objectives speak for themselves; showing the power of a human story told well and changing the entire profile of Tiny Tickers heart charity.
Before Christmas hundreds of thousands saw the spectacle in person, but the real success was in the creative, which sparked high-impact coverage and content and saw Tiny Tickers’ profile sky rocket. Results included: 408 pieces of coverage globally, including front page and full page spread in the Daily Express, Fox News coverage in the Metro, Mirror and Yahoo; a social media reach of 8.5M with 500K video views; global coverage and conversation in 31 countries, including US, Germany, Italy and Thailand; and Web traffic to Tiny Tickers grew by 365% in the period after the campaign, with donations doubling.
- This campaign won 12 accolades, including the highly-coveted PRWeek Best Use of Creativity