Gothenburg Homeless Aid Ambient, Digital, DM, Design & Branding, Case study Gothenburg Homeless Aid: The Homeless Letter by Goss Gothenburg

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Gothenburg Homeless Aid: The Homeless Letter

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Industry Public awareness
Media Ambient, Digital, Interactive & Mobile, Direct marketing, Design & Branding, Case study
Market Sweden
Agency Goss Gothenburg
Released June 2009

Awards

Cannes Lions 2009
Direct - Bronze

Credits & Description

Type of Entry: Use of Media
Category: Flat Mailing
Title: THE HOMELESS LETTER
Advertiser/Client: GOTHENBURG HOMELESS AID
Product/Service: HOMELESS CHARITY
Entrant Company: GOSS Gothenburg, SWEDEN
DM/Advertising Agency: GOSS Gothenburg, SWEDEN
Creative Credits
Name Company Position
Gunnar Skarland Goss Art Director
Elisabeth Berlander Goss Copywriter
Monica N Persson Goss Account Manager
Mimmi Andersson Goss Art Director
Johan Good Goss Account Supervisor
Louise Christiansson Goss Graphic Designer
Elin Andreasson Goss Production Designer
Lena Björklund Henriksson Goss Production Designer
Fredrik Toreskog Goss Account Supervisor
Stig Lundstedt Goss Account Supervisor
Albin Larsson Goss Art Director
Jan Eneroth Goss Art Director
Mattias Frendberg Goss Art Director
Micke Schultz Goss Copywriter
Ulrika Good Goss Copywriter
Lena Kling Goss Account Manager
Robert German Goss Digital Director
Anna Troglin Goss Account Manager
Anna Kling Hult Goss Traffic
Lena Ekdahl Goss Economics
Details
Describe the brief from the client:
Gothenburg Homeless Aid is a charity organisation that helps the homeless, substance abusers and other vulnerable people. Most of us are a bit more generous around Christmas and tend to give more to those less fortunate than ourselves. That’s why Christmas is a very important time for the Gothenburg Homeless Aid, and a large proportion of the entire year’s funding is collected. This is why, every Christmas, Gothenburg Homeless Aid sends letters to everyone who has previously donated money.
Creative Execution:
To illustrate just how tough even a single night in the streets can be, we let the envelope spend a night outside, so when the envelope reached the recipient it was rather scuffed. A few hours in the rain without shelter will do that to you, man or envelope.
Describe the creative solution to the brief/objective.
While it’s hard enough to get people's attention with direct mail – it’s even harder around Christmas. How can we make a regular letter stand out in the avalanche of Christmas cards, advertisements and junk post? And how can we make the envelope itself become the carrier of our message? Well, before we posted it, we let it spend a night in the streets.
Describe the results in as much detail as possible.
The letter was sent to 1,500 households in Gothenburg (taking into account their age and annual income) just before and after Christmas. In total, 22% of the recipients donated an average of just over 29 Euros (to be compared to last year's results when 15% of the recipients donated an average of 21 Euros). The Christmas campaign as a whole raised 163,000 Euros - an all time high. Not bad for a city with scarcely half a million people. The campaign was the most successful ever for Gothenburg Homeless Aid.