Amecc DM BANKNOTE PROMOTION by Serviceplan Munich

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Serviceplan Munich
Executive Creative Director Mike Rogers, Ekkehard Frenkler
Art Director Wolfgang Nagel
Copywriter Christoph Bohlender Serviceplan
Account Supervisor Annabelle Zöllner
Released January 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: AMECC
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Executive Creative Director: Mike Rogers, Ekkehard Frenkler
Copywriter: Christoph Bohlender
Art Director: Wolfgang Nagel
Head of Strategy: Florian Bernsdorf
Account Supervisor: Annabelle Zöllner
Media placement: Promotion - Munich - 15.01.2010

Describe the brief/objective of the direct campaign.
Development of an attention grabbing promotion for AMMEC (a public utility institution for the street children of Brazil) to generate donations and sponsorships.

Explain why the creative execution was relevant to the product or service.
Using a banknote to create a roof is the simplest and most surprising way to show people how their donation can help to give street children in Brazil a roof over their heads.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To make people react through an original and simple idea. To create awareness for the pitiful situation of the Brazilian street children, to generate donations and to win new sponsorships. Our strategy: a promotion at heavily frequented locations with South American children as testimonials underneath an over dimensional banknote which acts as a protective roof.

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 feedback was tremendous. AMECC received numerous donations and registered an increased click rate on its website shortly after the promotion.