COIN-OP KIDDIE RIDES by J. Walter Thompson Mexico for Mexican Red Cross

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COIN-OP KIDDIE RIDES

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Mexico
Agency J. Walter Thompson Mexico
Executive Creative Director Enrique Codesido
Creative Director Gabriel Bello, Miguel Gonçalves Brito
Art Director Esteban Sacco, Victor Rojas
Copywriter Rodrigo Rothschild
Photographer Juan David Franco
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: MEXICAN RED CROSS
Product/Service: ANNUAL FUNDRAISING DRIVE
Agency: JWT MEXICO
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: JWT MEXICO, MEXICO
Chief Creative Officer: Manuel Techera (JWT)
Executive Creative Director: Esteban Sacco (JWT)
Executive Creative Director: Enrique Codesido (JWT)
Creative Director: Gabriel Bello (JWT)
Creative Director: Miguel Brito (JWT)
Copywriter: Rodrigo Rothschild (JWT)
Art Director: Victor Rojas (JWT)
Art Director: Esteban Sacco (JWT)
Agency Film Producer: Gilberto Amezquita (JWT)
Agency Photo Producer: Damiana Marin (JWT)
Film Director: Nicolas Caicoya (Colectivo Cine)
Photographer: David Franco (Zona 5)
Media placement: TV - 1 Spot - Televisa - 01 March 2010
Media placement: Movies - 1 Spot - Cinepolis - 01 March 2010
Media placement: Outdoor - Bus Shelters - 01 March 2010
Media placement: Outdoor - Billboards - 01 March 2010
Media placement: Press - Newspapers And Magazines - 01 March 2010
Media placement: Ambient - Live Kiddie Rides At Malls And Shopping Centers - 01 March 2010

Describe the brief/objective of the direct campaign.
Every year, thousands of Red Cross volunteers walk the streets of Mexico with their collection boxes to support the organisation's annual fundraising drive. But lately, large corporate donors have eclipsed the donating culture of Mexicans making people feel that their contribution is insignificant. This, and the deep economic 2009 crisis, were threatening to affect the success of this year’s efforts. The objective was to prevent the difficult economic situation from affecting the fundraising drive.

Explain why the creative execution was relevant to the product or service.
This year, we couldn’t just do the same old-fashioned fundraising drive. We needed to regain the attention on the streets, to get the people involved, interested, inspired. We reinvented the traditional collection boxes. Kids and their parents could give coins and instantly see the effect of their donation: the machines moved just as the Red Cross moves. And for the first time, the Red Cross gave something back in exchange for your coins: a moment of joy. The machines were empowered by a large campaign through different channels like TV, cinema, press and billboards.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea consisted on showing people that the Red Cross keeps going thanks to their individual coins. So we built coin-operated kiddie rides featuring Red Cross vehicles so that kids could play hero while their parents used them as collection boxes. The machines were placed at public places like parks, stores and malls across the nation. The importance of every single donation was now easy to see and feel. And it was also fun. In this year of crisis, collection was expected to drop considerably, but the campaign aimed at reaching at least last year's results.

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 Red Cross experienced unprecedented media coverage generating over 1.1 million dollars in earned media during the first week alone. Mentions in regional and national newspapers, newscasts in open and cableTV, including Televisa and TVAzteca (Main TV chains in Mexico). The launch of the campaign was presided by Felipe Calderon (President of Mexico) and the first lady who inserted a coin during the ceremony of opening. Collection not only didn't drop but increased by 23% compared to 2009. The concept of 'we all keep the Red Cross going, one coin at a time' is now well known throughout Mexico.