Digital agency Longtail has tapped into the gyroscope and accelerometers on smartphones to create a 360 degree mobile campaign for Amnesty International Australia (AIA) giving people a chance to see the dilemmas facing refugees fleeing Syria.
The ‘Human Rights Defender’ campaign, the first work by longtail for AIA, uses the technology to highlight some of the impossible choices facing people fleeing their homelands, urging people to turn their phone to the left or right based on their choices to see the consequences. Banner ads feature 150 different creative assets and begin running today.
The largely programmatic campaign is designed to grow AIA’s active supporter base within Australia and drive donations.
AIA supporter acquisition program manager, Jeremy Bennett, said: “It is important for us to ensure that we are reaching the Australian public in different, engaging ways, and digital is a key area for that.
“Longtail have demonstrated exceptional understanding of our brand and the work that Amnesty International is engaged in. They have added value at all steps of the creative process and we are excited to see the impact of the campaign in driving donations for positive human rights.”
Longtail founder Carlo Bertozzi described the work as the “perfect storm of creativity and data” which delivers “a visually arresting advertising campaign”.
“As far we’re aware this is the first time that a DMP has been leveraged in this way to drive a donations campaign, both from an acquisition and creative perspective,” he added.
A social media element of the campaign will be handled by AIA and Longtail.