THE FORGOTTEN LETTER by Jung Von Matt/Alster Hamburg for Alzheimer Gesellschaft

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THE FORGOTTEN LETTER

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Goetz Ulmer
Art Director Tilman Gossner
Copywriter Torben Otten, Georg Baur
Designer Daniel Gumbert
Account Supervisor Niklas Feuerle
Released January 2011

Awards

One Show 2011
One Show Public Service / Collateral (Brochures and Direct Mail) - Single Merit

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ALZHEIMER GESELLSCHAFT BADEN-WÜRTTEMBERG
Product/Service: CHARITY
Agency: JUNG von MATT
Date of First Appearance: Jan 26 2011
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Chief Creative Officer: Armin Jochum (Jung von Matt)
Creative Director: Goetz Ulmer (Jung von Matt)
Art Director: Tilman Gossner (Jung von Matt)
Copywriter: Torben Otten (Jung von Matt)
Copywriter: Georg Baur (Jung von Matt)
Account Supervisor: Niklas Feuerle (Jung von Matt)
Account Manager: Frederike Wasserkampf (Jung von Matt)
Account Manager: Robert Kriesten (Jung von Matt)
Agency Producer: Philipp Wenhold (Jung von Matt)
Printing: (ThinkPrint)
Designer: Daniel Gumbert (Jung von Matt)
Media placement: Mailing - Home Of Potential Donators - 26.01.2011
Describe the brief/objective of the direct campaign.
The work of the Alzheimer Gesellschaft Baden-Württemberg (Baden-Württemberg Alzheimer’s Society) in helping dementia patients and their families is entirely dependent on donations.
However, the client only has a very limited budget.
How do we reach donors in a way that involves them emotionally and doesn’t cost much money?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The no-cost mailing.
What does this mean?
The German postal service returns unstamped letters to the sender.
If you enter the intended recipient’s address as that of the sender, however, the unstamped letter will reach its destination directly and free of charge.
The intended side effect:
Each recipient receives an unstamped letter that they supposedly posted a couple of days ago. The only thing is that they don’t remember sending it.
The letter itself makes everything clear and encourages the recipient to make a donation.
Explain why the creative execution was relevant to the product or service.
Each recipient received a letter that they supposedly posted a couple of days ago. The only thing is that they don’t remember sending it- exactly like dementia patients.
That was probably the best way, to put the recipients in the position of those dementia patients, the "Alzheimer Gesellschaft Baden-Württemberg" needs donations to care about.
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 Alzheimer Gesellschaft Baden-Württemberg used this technique to send 300 mailings for free. 35% of the “recipients” replied by phone, email or post. 15% used the enclosed bank transfer form to make a donation.