2014 DSA Crown Award: Point of Transit (more than $10K) - Silver 

Entry: SIEMENS SU2C The Baton Pass in Times Square


Submitted by: ABC Creative Service

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Venue(s) where the content was displayed:

A rich media campaign included 8 digital billboard ads simultaneously airing The Baton Pass message in Time Square. A second spot was soon added which included an animated counter, tallying the funds raised. This Siemens donations counter spot was updated weekly to announce the latest tally in donations and to continue spreading the word. In September the $1,000,000 goal was achieved and a 3rd spot thanking the public for their contribution aired on the ABC Supersign.

Objectives of the content:

Siemens joined forces with Stand Up To Cancer® for The Baton Pass™, a movement to get new and better treatments for cancer patients quickly and to promote the message of hope. The funds raised support innovative cancer research, designed to get new therapies to patients quickly. In order to spread hope online and in local communities around the country, for every pass of the Baton (i.e. joining The Baton Pass™), Siemens donated $1 to Stand Up To Cancer.  Additionally, participants in the campaign were able to connect to the cause via social media by visiting Facebook.Com/TheBatonPass, which hosts an app where users can virtually “pass” the baton in dedication of loved ones contending with cancer or in memory of a loved one who was taken by it.

Budget category (content creation only): More than $10,000

Results of the content:

The Baton Pass in Times Square event was a great success! This digital billboard campaign, along with the ongoing tie in with the social media presence helped this initiative achieve it's overall goal of raising $1,000,000 and spreading awareness. The campaign was launched on March 19th and continued to create awareness through the Siemens Counter, which updated the donation amount weekly, and the Thank you spot that informed the public of SIEMENS successful result.

Selected judges' comments:

  • Nicely coordinated across a number of digital billboards in time square.
  • Clever idea
  • I like the ambitious strategy of executing content across the entirety of Times Square.
  • Good job.


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