FUND RAISING EVENT: "JOIN MY TABLE" Direct marketing by Shalmor Avnon Amichay/y&r Interactive Tel Aviv

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LATET
Product/Service: FUND RAISING EVENT
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Aug 30 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://www.yri.co.il/e/2010/latet/media.html
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Director: Yariv Twig (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Director: Meron Sasson (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriter: Sharon Refael (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisors: Dana Cogan , Liraz Kolodro (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Manager: Alon Segal (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Account Supervisor: Dana Cogan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Project Manager: Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Copywriters: Rani Sebag , Roy Cohen, Nadav Raviv (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Account Executive: Esti Smilg (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Flash Designer: Alona Redvansky (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
: (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Media placement: Internet - Facebook, Minisite - 30/08/2009

Describe the brief/objective of the direct campaign.
2 weeks before the Jewish New Year, Latet - an organization distributing food to the needy, asked us to help them raise 200.000 Holy Day meals.

Explain why the creative execution was relevant to the product or service.
People like to do good especially during the holidays. Facebookers like to share pictures and statuses with friends and do so much more during the holidays. Combining these two insights helped Latet reach its goal of raising 200.000 Holy Day meals. We created a platform inviting surfers to join virtual New Year dinner tables.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We drove people to the platform initially using newspaper ads, internet banners and Facebook. People arriving at the site, donated via sms (Every sms = 1 meal) and received a code which gave them access to joining an existing table or opening a new one. A larger donation meant a place of honour at the table or a seat at a VIP table. Surfers, not wanting to sit alone, had an interest in filling their table and quickly shared their experiences with their Facebook friends who joined and spread the message further.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
203,105 Holy Day meals were raised – more than we expected. Thousands sent an sms immediately. The collected data 109,083 mobile numbers was used for continuing the dialog with Latet supporters. 22.2% responded within the first 2 hours donating 24,262 meals