Bischoefliches Hilfswerk Misereor DM, Case study FALLING LETTERS by Kolle Rebbe Hamburg

FALLING LETTERS

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Industry Business equipment & services, Public awareness, Charities, Foundations, Volunteers, Corporate Image
Media Direct marketing, Case study
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Stefan Kolle
Creative Director Heiko Schmidt, Ales Polcar
Art Director Susanne Moebius, Reinhard Krug
Copywriter Henning Flohr
Account Supervisor Jessica Gustafsson
Released January 2010

Awards

Cannes Lions 2010
Direct Lions Flat Mailing Silver

Credits & Description

Type of entry: Use of Direct Marketing
Category: Flat Mailing
Advertiser: BISCHOEFLICHES HILFSWERK MISEREOR
Product/Service: HAITI DONATIONS INITIATIVE
Agency: KOLLE REBBE Hamburg, GERMANY
Executive Creative Director: Stefan Kolle (Kolle Rebbe)
Creative Director: Ales Polcar (Kolle Rebbe)
Creative Director: Heiko Schmidt (Kolle Rebbe)
Art Director: Susanne Moebius (Kolle Rebbe)
Art Director: Reinhard Krug (Kolle Rebbe)
Copywriter: Henning Flohr (Kolle Rebbe)
Production: Franziska Ziegler (Kolle Rebbe)
Account Supervisor: Jessica Gustafsson (Kolle Rebbe)
Describe the brief from the client:
The earthquake catastrophe in Haiti was covered across all media. Misereor wanted to move Germany’s top journalists not just to cover the misery caused by the earthquake, but to get active themselves and help out with a donation.
Creative Execution:
With our mailing we managed to approach the target group precisely and clearly. Our idea also suited a relief organization well, which always felt it was more important to help than just to talk about helping.
Describe the creative solution to the brief/objective.
To encourage as many of the approximately 500 top journalists and media decision-makers as possible to make a donation, we developed an unusual mailing concept. Instead of writing reams of letters asking for donations, we reduced the copy to a provocative demand: deeds, not words! And underlined our message with an attention-grabbing, formal idea.
Describe the results in as much detail as possible.
Almost half of the approximate 500 journalists we approached reacted to the mailing. The majority were prepared to help the eathquake victims of Haiti with a donation. The campaign was a great success for Misereor.