GUN SAFETY AWARENESS: "BULLET" Direct marketing by Badillo Nazca Saatchi & Saatchi

Category: Flat Mailing
Advertiser: UNITED WAY
Product/Service: GUN SAFETY AWARENESS
Agency: BADILLO NAZCA SAATCHI & SAATCHI
Date of First Appearance: Dec 24 2009 12:00AM
Entrant Company: BADILLO NAZCA SAATCHI & SAATCHI, San Juan, PUERTO RICO
Executive Creative Director: Juan Carlos Rodríguez (Badillo Nazca S & S)
Creative Director: José Vallecillo (Badillo Nazca S & S)
Copywriter: Felipe Cardenas (Badillo Nazca S & S)
Art Director: Macela Prieto (Badillo Nazca S & S)
Art Director: Omar Santiago (Badillo Nazca S & S)
Account Executive: Daphne Carreo (Badillo Nazca S & S)
Direct Marketing Director: Brenda Gómez (Badillo Nazca S & S)
Media placement: Direct Marketing - Mail - 12/15/09

Describe the brief/objective of the direct campaign.
In some areas of Puerto Rico, people celebrate New Year's Eve by firing bullets into the air. This practice has claimed the lives of many innocent people and left others wounded. A direct marketing piece was created to demonstrate how easy it is for a stray bullet to enter your home and motivate the receipients to report people who fire their guns into the air.

Explain why the creative execution was relevant to the product or service.
We surprised people by using the mail, which is something you bring into your house everyday. A plastic bullet was placed inside an envelope to dramatize how easily it is for a stray bullet to enter anyone's home. This was an ingenious way of communicating our message inciting people to report to the authorities episodes of people firing into the air.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Residents living in areas of the Island with the highest incidence rates received an envelope featuring a plastic bullet inside with a card that read: A stray bullet can enter your home just as easily. Report shots fired into the air. Call 1 800 273 3635. The goal was to provoke an increase in the number of calls to the police reporting incidents of people firing their guns into the air.

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.
The PR Police Department announced a 35% increase in calls reporting shots fired into the air on New Year's Day.