Ogilvy creates a good font
Together we are rewriting the future. Following this motto, Ogilvy has developed a campaign that creates a direct link to the purpose of the donation. Based on the "Futura" typeface, the agency developed the "Better Futura" font. It looks more than good - it does good. The proceeds will be used to provide education for children in India.
Education is a matter of course in Switzerland - but not in India. To ensure that this does not remain the case, the Zewo-certified ASRA Foundation provides disadvantaged children in India with access to education. Ogilvy draws attention to this and collects donations: The agency has developed the typeface "Better Futura" and promoted it with a campaign. Anyone who buys the typeface is giving education, because the proceeds go to ASRA.
The campaign was promoted to a very specific target group, people who could use a typeface, i.e. designers, advertisers and artists. With online banners (display and responsive ads), on social media, and with advertisements and posters. The advertising media were placed in locations relevant to the target group - for example, next to the School of Design.
The campaign was well received and delivered a handsome conversion: three out of five people who clicked on an online ad purchased the font and made a donation.
Ogilvy has also made a statement for ASRA. For once, the agency disregarded its own corporate design and dedicated its own Christmas card to the campaign in Advent 2019. The pop-up card included a code that allowed the agency's clients and friends to download the font for free. The donation was made by Ogilvy. Gladly.
Responsible at ASRA Foundation Switzerland: Gaby Zimmerli. Responsible at Ogilvy: Gabriel Schuster & Judith Maurer (concept), Gabriel Schuster (art director), Judith Maurer (text), Stephanie Lang (executive creative director), Marcel Kohler (production), Denis Klook (3D and motion design), Flurin Hardt (consulting), Jonathan Schipper (overall responsibility).
