Dawn Case study WET NEWSPAPER by Ial Saatchi & Saatchi Pakistan

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Industry Newspapers, Charities, Foundations, Volunteers
Media Case study
Market Pakistan
Agency Ial Saatchi & Saatchi Pakistan
Creative Director Alia Chughtai
Photographer Amean J
Released March 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: FLOOD RELIEF
Date of First Appearance: Mar 6 2011
Entry URL: http://dawnrelief.dawn.com/
Chief Creative Officer: Ali Mumtaz (Saatchi & Saatchi)
Writer: Ali Mumtaz (Saatchi & Saatchi)
Creative Director: Alia Chughtai (Dawn Publications)
Director of Strategy: Nida Haider (Saatchi & Saatchi)
Photographer: Amean J (18% Grey)
Media placement: Newspaper Print - Direct Delivery - March 6, 2011

Describe the brief/objective of the direct campaign.
The floods in Pakistan continue to affect the vast population displaced by it. Unfortunately, donor fatigue combined with a complete falling out of popular news has undercut fundraising efforts that could help rebuild villages, replant destroyed crops, and fight disease spread by stagnant water. The subject is now considered “old news" and has fallen off the radar.

It was time to remind people that the floods continue to ruin people’s lives and encourage them to make a donation to a relief fund set up by the country's most-read English newspaper, Dawn.

The target market was a select group of upper-income subscribers who were most likely to donate larger amounts of cash.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to actually bring the problem created by floods into people's homes and have it literally touch their lives. The select group of subscribers were delivered their regular morning paper, but soaking wet. This was achieved by delivery personnel dunking the newspaper into a bucket of water and leaving the soaked newspaper at the doorstep.

The paper was wrapped with a simple bellyband reminding people that "Floods ruin everything." The backside of the bellyband gave information on how to donate.

Explain why the creative execution was relevant to the product or service.
Most flood relief organizations used the typical quarter page ad in the newspaper, many of which were simply ignored or forgotten. We decided that rather than jumping on the regular print bandwagon, we should shake people up by directly affecting them. The only way to do this was to use the entire media itself: the whole newspaper.

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.
Dawn Relief continues to receive sizable donations from the upper-income bracket, and has assisted in the rebuilding of lives of thousands of people. For instance, it has built more than 1000 homes for poor people affected by the floods in all four provinces of Pakistan.

The communication brought the news of flood relief back into people's minds, and reminded them that the crisis is not over yet. A repeat of this creative strategy is planned in the next month, to target a wider group of people.