An Advertising Council Inc.-commissioned pro bono television spot by McCann-Erickson New York to encourage donations benefiting victims of the Indian Ocean tsunami has generated tremendous interest.
The TV spot, starring former presidents George H.W. Bush and Bill Clinton, asked viewers to visit the site at usafreedomcorps.gov and donate funds to help the tsunami victims.
Thanks to the campaign, the site last month received 1.3 million visitors. An average of 44,000 individuals daily visited the site, a sizable increase over its 2004 daily average of 5,700 visitors.
Throughout January, 517,666 visitors clicked on the “Donate Now” links on usafreedomcorps.gov's home page. Also, 383,623 of the 1.3 million visitors clicked on the links of various organizations listed on usafreedomcorps.gov, which were on the “Donate Now” page.
Hungry Man Productions was the production company for the relief commercial. Hank Perlman directed.
“The campaign was produced in record time, within 48 hours,” said Ellyn Fisher, director of media relations at the Ad Council, an ad industry nonprofit in New York.
Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
