#TheDonationMap

Danylo BRAGA - Account Manager - Havas Digital Kyiv Alice SHEIN - Head of influence & PR - Havas Digital Kyiv Denys LOHVYNENKO - Managing Partner - Havas Digital Kyiv Oleksiy MOROZOV - Creative director - Havas Digital Kyiv Alyona GARASCHUK - Account Director - Havas Digital Kyiv Pierre ACUÑA - Head of gaming & esport - Havas Play France Thibaut ARTHAUD - Head of new business - Havas Play France Quentin CLAUSSE - Artistic director - Havas Play France Zoé DOMINGUEZ - Project manager - Havas Play France Raphaël DUPRAZ - Account Manager Data & Insight - Havas Play France Thibaud GOUNOD - Project manager gaming & esport - Havas Play France Stéphane GUERRY - President & CEO - Havas Play France Madani HAFDANE - Project manager - Havas Play France Léonie HUWETTE - Project manager - Havas Play France Nicolas LEBAS - Junior artistic director - Havas Play France Yéléna LEHMANN - Project leader - Havas Play France Audelia LELOUP - Head of influence & PR - Havas Play France Jeremy METAIS - Influence & PR officer - Havas Play France Nil NIVIERE SCHOUVALOFF - Copywriter - Havas Play France Adrien PEREIRA - Head of brand content strategies - Havas Play France Fabrice PLAZOLLES - Chief Creative Officer - Havas Play France Elise PRUVOST - Artistic director - Havas Play France Pierre RIBOULET - Copywriter - Havas Play France Celine TRAN - Influence & PR consultant - Havas Play France Théo TROMEUR - Artistic director - Havas Play France Coraline VACHER - Artistic director - Havas Play France Charlie FARRANT - Managing Director - Havas Play Global

Launched at a critical time, when Ukraine was in strong need for money and public opinion support, the campaign captured the spirit of solidarity with Ukraine, using cultural momentum to drive engagement and contributions. By “hacking” Fortnite, we made the message resonate beyond borders. Thanks to this activation, UNITED24 was at the center of conversations in a lot of countries and redefined direct engagement by blending entertainment with altruism. We wanted to leverage the fact that Fortnite is one of the most popular games in the world, but also to make the platform more than just a game. We aimed at creating a unique experience for the gaming community to make a difference. Actually, TheDonationMap reinvented Fortnite’s use, turning the game into an indirect fundraising platform. We used Fortnite’s analytics to understand gamer behavior and preferences. We also used our own studies around gamers and communities to develop the idea and imagine the map experience. Our key strategic approach was to leverage on Fortnite’s XP enthusiasts, particularly those with a propensity for social involvement. The Donation Map allows gamers to earn XP: the longer they stay on the map, the longer they generate XP. In the meantime, the longer they stay on the map, the longer they generate donations for UNITED24 through Fortnite’s monetization feature, making it seamless for gamers to contribute.  This strategic alignment of gamers' goals with philanthropic outcomes fostered a symbiotic relationship, ensuring that time spent on the map was doubly beneficial. It was a win-win at the core of our strategy to turn virtual support into real-world aid. It took months to develop the map and recreate exactly the Maidan in Ukraine at a 1:1 scale.  When the map was ready, we launched the activation in a very precise timeline. The timeline was carefully planned, with a PR burst at launch and sustained visibility thereafter. Placement was global, utilizing DOOH in strategic locations worldwide, media coverage across general, tech, gaming, and daily news, influencer partnerships, and In-Stream campaigns. The goal was to reach a broad audience and directing them to the map to make money. The international media plan, made possible by the generosity of industry actors, allowed for free global resonance. The aim is to make visiting the map a habitual, intergenerational activity, transforming virtual support into tangible aid. This execution strategy ensured a wide-reaching impact in a very quick way. In less than a month, TheDonationMap attracted over 100k players from 51 different countries. It secured the top #1 spot in Fortnite’s “hidden gems” for 24 hours and remained in the TOP #10 most searched maps two days after the launch. The map organically became a community hub for friendship, support, and expression, with players sharing moments of unity and dance. This development confirms the map’s appeal and users’ motivation to visit and stay. The return rate was favorable, and through exploration mode, TheDonationMap educated players on the history of Independence Square, emphasizing the importance of prolonged engagement. Far from having an expiration date, TheDonationMap is set to remain active indefinitely, contributing month by month to the reconstruction of the outpatient clinic in Mikolaiv, making it a habitual destination for all generations and ensuring ongoing engagement and support. In one month we had a reach of 1.3 billion people. Now we’re waiting the Fortnite’s check! One challenge was to set up the experience without spending any money. We actually didn’t spend 1 dollar to produce or promote the map. All the people who were involved offered their time and the production costs. We gathered a team of people from different countries, all commited to help civilians in Ukraine.  We obtained free media from different partners and we used our network to gather streamers and influencer.