Atomic trades the office for Canary Wharf, helping raise $12 million for charity
Every year, BGC Partners commemorates the loss of 658 Cantor and 64 Eurobrokers colleagues in the World Trade Center attacks on September 11, 2001, by hosting a Charity Day and distributing 100% their global revenues raised to dozens of good causes around the world. When we were asked to help them celebrate their 10th annual Charity Day, we jumped at the chance.
The day sees a vast array of celebrities, each representing their chosen charities, descend on Canary Wharf (and other BGC offices around the world) and have a go at trading. With the BGC professionals alongside to assist, millions are raised, all in the good name of charity.
Our objectives for BGC Charity Day were simple: make social ‘massive’, manage the 50+ attending media on the day and the 100+ celebrities, deliver zero embarrassments and, critically, ensure nothing gets in the way of raising funds.
Through the early morning mists, the Atomic team assembled at Canary Wharf, ready to make this the best BGC Charity Day yet. Managing media arrivals, a packed press room and busiest of all, the level 19 trading floor; we ran the day with military precision. And with so many famous faces, the buzz in the BGC offices – and the media demand – was at an all-time high.
First to arrive – Samuel L. Jackson, followed by Stephen Fry, Sir Alex Ferguson, Jennifer Saunders, Sean Bean, Jonathan Ross, Boris Becker, Damian Lewis, David Gandy, John Terry, Sir Chris Hoy… The stream of celebrities seemed endless. Each accompanied by their charities, and ushered from phone to phone, deal after deal.
We lined up the media to capture the best shots, produced social media content live throughout the day, and worked with the charities and celebrities to ensure the news spread far and wide.
And the result of all this? A whopping $12m raised, a social reach of 166,000,000 people (up 388% on last year), coverage across all tier one media, zero hiccups and ten pairs of very sore feet but a very proud and satisfied team. Job well done.