2016 Digital PR Awards: Viral Campaign

Winner: SAP - #One4 Project

The idea for the One4 project was initiated by one SAP employee who was haunted by the global images of the Syrian toddler who lost his life making the journey to Turkey.

The One4 Project symbolized the exponential power of one by encouraging people to download the Imagine Dragons’ newly released song “I Was Me,” made available exclusively on iTunes worldwide. Apple, KIDinaKORNER/Interscope, and Imagine Dragons pledged to donate their respective proceeds to the UN Refugee Agency (UNHCR). Further, SAP pledged to donate 10 cents for every download up to the first 5 million downloads from iTunes.

The project was a social media campaign geared to drive both action (downloading the song) and awareness (of the plight of the refugees). The campaign concept focused on the notion that every person and every company has the power to help make a difference, to donate for the good of others. The One4 Project was more than an opportunity to donate; it was a chance to raise awareness of a crisis by connecting people through music and the will to help.

The project was timed to launch on Oct. 12, 2015, the same day Imagine Dragons introduced their new charity single, "I Was Me," by playing it live at a concert in Mannheim, Germany. By developing an integrated communications campaign leading up to this concert date, the team was able to immediately begin connecting the song to the cause and to the campaign. Initial target audiences included SAP employees, partners, and customers as well as refugee aid crusaders and Imagine Dragons fans.

To drive global activity, a major focus was placed on social media. Using Facebook, Twitter and Instagram, the campaign team drove awareness and support of the program through photos. The program name, the One4 Project, lent itself visually to represent “what people are for.”

The campaign was a huge success, garnering 316 million impressions from social and earned media only two weeks into the campaign.

Honorable Mentions:

  • FCB Chicago - Boeing's Innovation Film Series
  • H+M Communications - Driving Latinos to Universal Pictures’ Compton
  • IBM x Marchesa - The Cognitive Dress
  • J. Walter Thompson MEA - HASSA ELIYA (NOW IS MINE)
  • Nexon America and Wonacott Communications - Revealing LawBreakers: Defying PR Laws
  • SHOWTIME - Emmy Campaign Buttons 2016
  • UPRAISE Marketing + Public Relations - More Than Meets the Suds: Making the Most Dreaded Chore Go Viral