Acao Crianca DM CALENDAR 2011 by Grey Sao Paulo

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CALENDAR 2011

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Brazil
Agency Grey Sao Paulo
Executive Creative Director Alexandre Scaff, Leandro Castilho, Guy Costa
Art Director Guto Kono
Copywriter Fabio Leão Souza
Released January 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: AÇÃO CRIANÇA
Product/Service: CHILDREN ACTION FOUNDATION
Agency: GREY BRASIL
Date of First Appearance: Jan 1 2011
Entrant Company: GREY BRASIL, São Paulo, BRAZIL
Executive Creative Director: Guy Costa (Grey Brasil)
Executive Creative Director: Alexandre Scaff (Grey Brasil)
Copywriter: Fábio Leão (Grey Brasil)
Art Director: Guto Kono (Grey Brasil)
: Amanda Oliveira (Grey Brasil)
Account Manager: Andrea Fernandez (Grey Brasil)
Graphic Production: Gustavo Santos (Grey Brasil)
Media placement: Calendar - Direct Delivery - 01/01/2011

Describe the brief/objective of the direct campaign.
Children Action Foundation works hard to combat children malnutrition, and at this work, the participation of partners is fundamental. But, in the last years, some partners were more distant, so Children Action Foundation needed to get closer of them again, showing that the Foundation’s work can really make difference at the everyday life of thousands of children.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We made a special calendar where we can show that Children Action Foundation has been able to reverse the bad statistics of malnutrition in Brazil. The calendar demonstrates that the amount of food that children in poverty used to consume in a whole month, now consume in a day.

Explain why the creative execution was relevant to the product or service.
More than a calendar, we made an interactive calendar with an idea. With this we could show that the Children Action Foundation really has been feeding properly thousands of children everyday.
So we were able to touch the heart of the partners that were away from the cause, bringing them back again.

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.
After the Calendar were direct delivered, about 30 big corporate partners re-established their relationship with the Children Action Foundation, supporting it in many ways such as donations and market knowledge.