Amnesty International DM BULLETPROOF by La Chose

Adsarchive » DM » Amnesty International » BULLETPROOF

BULLETPROOF

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market France
Agency La Chose
Art Director Guillaume Ganty
Copywriter Victor Sidoroff
Account Supervisor Mickael Krikorian
Released April 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: LA CHOSE
Date of First Appearance: Apr 4 2011
Entrant Company: LA CHOSE, Paris, FRANCE
Entry URL: http://www.amnesty.fr/bulletproof
Co-founder / Creative Director: Pascal Grégoire (La Chose)
Account Supervisor: Mickael Krikorian (La Chose)
Copywriter: Victor Sidoroff (La Chose)
Art Director: Guillaume Ganty (La Chose)
Producer / Code: David Papazian (Mobigame)
Graphic Designer: Matthieu Malot (Mobigame)
Media placement: IPhone - App Store - April 4th, 2011
Media placement: IPad - App Store - April 4th, 2011

Describe the brief/objective of the direct campaign.
The campaign's aim is to tempt the public to donate to help Amnesty International defend Human Rights.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution we came up with was to launch an interactive experience via an iPhone app sold 0.99$. By selling an application, we break away from the traditional donation ecosystem, and offer our supporters a creative and interactive content. A trailer advertised by youtube banners alerted users to the official site where they could download the game.

Explain why the creative execution was relevant to the product or service.
Today, downloading an app is an everyday habit for iPhone users, whereas the path to a traditional donation is perceived as more complicated and more procedural.

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 app is set to launch in April, so the results will therefore be provided later.