Tim Hopkins, Group Strategy Director for Zulu Alpha Kilo Canada spent some time with AME’s Effective Perspective to share the powerful inspiration behind the agency's AME Gold-winning entry “#PauseToRemember” for HomeEquity Bank.
For Canada’s Remembrance Day, Zulu Alpha Kilo engaged a new generation of online supporters for the Royal Canadian Legion, a Canadian organization that supports military veterans and its new Digital Poppy. The agency targeted Gen Z and Millennials and recruited the top streamers around the world, known for playing games that glorify war, inviting them to be unpaid influencers and drive earned media. PrismaticHub and BigTimeRob are two of the first streamers who were recruited to join the cause. They used their streams and their social media channels to recruit more steamers.
This creative/effective effort resulted in the Royal Canadian Legion getting the top video game streamers worldwide, on platforms such as Twitch, Mixer, and YouTube, and to #PauseToRemember Canada’s veterans with a moment of silence and remember that war is not a game.” Followers were driven to MyPoppy.ca, where viewers could remember and support veterans by purchasing a Digital Poppy.
Powerful Results: The campaign gained 6.9MM social impressions, 17.5MM in earned impressions and led to Digital Poppy purchases from a staggering 114 countries.
Zulu Alpa Kilo’s results-driven entries landed them in the 3rd slot on the AME Agency Report and Gold-winning #PauseToRemember was one of the winning entries that catapulted the agency to the top third of the report.
Impressed the Grand Jury:
“This is a very clever way to create a new audience for donations while building awareness of a good cause. It’s a tough to reach audience too!” Jamie Scott, Managing Director, Showpony Australia
“What a super, super, super idea!!!! So simple - which is what all fantastic ideas are.” John Thangaraj National Planning Director FCB India
“Wonderful initiative, connecting the world of fantasy warfare to memories of the real thing.” Mick Blore, CEO, Wolves South Africa
Keep reading to find out more from Tim Hopkins about this compelling project including insights, strategies, logistical challenges, and what results make the agency proud.
AME Awards: What was the inspiration for the #PauseToRemember campaign and what did you ultimately hope to accomplish?
Tim Hopkins: For many people under 40, their greatest connection to war is through video games. We wanted to help young people understand the significance of Remembrance Day and the sacrifices made by our veterans. What better way to reach them than a platform that they spend countless hours on. Helping raise awareness of the vital work done by the Royal Canadian Legion to support Veterans was key to this campaign.
AME Awards: How did you gain the trust of HomeEquity Bank to move forward with the campaign?
Tim Hopkins: HomeEquity Bank are a great partner and we’ve had a strong relationship with them for a number of years. They are a principal sponsor of the Legion and really wanted to have an impact. It was a great team effort, with everyone wanting to get to a breakthrough idea to help a powerful and important cause.
AME Awards: Talk about any creative and logistical challenges you faced and how you solved them.
Tim Hopkins: Well, speed was one thing. We had a short time frame, so we all had to pull in the same direction. And there was risk for HomeEquity Bank and The Legion. Twitch was an entirely new platform for them, so they had to take a leap of faith to bring the idea to life. We were lucky that our partners had the bravery to move in a new direction.
AME Awards: What steps did you take to gain the trust of streamers to support Remembrance Day and the Royal Canadian Legion’s Digital Poppy?
Tim Hopkins: A big part of our success was the support of leading gamers and streamers. Their leadership and influence over a large gaming audience gave credibility to what we were asking people to do. Without their support I don’t think we’d have had the reach, or the impact that we did.
AME Awards: What results were you most proud of and why?
Tim Hopkins: The global reach is incredible. We’re a Canadian agency working with a Canadian brand in support of a Canadian charity. So, to reach over 114 counties and have people from each of those take part and buy a digital poppy was beyond all expectations.