LONELINESS BRINGS THEM TOGETHER by DraftFCB Amsterdam for RESTO VANHARTE

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LONELINESS BRINGS THEM TOGETHER

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Netherlands
Agency DraftFCB Amsterdam
Creative Director Dagan Cohen
Art Director Pepijn Spanjerberg
Copywriter Norman Groenewegen
Client Service Director Benjamin Messelink
Photographer Lukas Gobel
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: RESTO VANHARTE
Product/Service: ANTI-SOCIAL EXCLUSION CHARITY
Agency: DRAFTFCB
Date of First Appearance: Dec 22 2009 12:00AM
Entrant Company: DRAFTFCB, Amsterdam, THE NETHERLANDS
Copywriter: Norman Groenewegen (Draftfcb)
Art Director: Pepijn Spanjerberg (Draftfcb)
Creative Director: Dagan Cohen (Draftfcb)
Client Service Director: Benjamin Messelink (Draftfcb)
Account Executive: Ingmar van der Zee (Draftfcb)
Client: Fred Beekers (Resto VanHarte)
Client: Eva Matze (Resto VanHarte)
Client: Jop Hamelynk (Resto VanHarte)
Photographer: Lukas Göbel (UNIT)
Retoucher: Jan Hibma (Jan Hibma)
Media placement: Folder/leaflet - Door-To-Door distribution - 22.12.2009

Describe the brief/objective of the direct campaign.
Resto VanHarte is a social organisation that battles against social exclusion and isolation. They set up low-price restaurants called ‘Restos’ for lonely people. To continue their charity they highly depend on regular financial support from contributors. But before people will make a donation to the unknown Resto VanHarte, they need to know what Resto VanHarte does and how they work.

Explain why the creative execution was relevant to the product or service.
We let the potential contributors experience what the effect is of social solitude and make them aware of how Resto VanHarte battles against this problem. They bring lonely people together, literally!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Resto VanHarte gets lonely people out of their unbearable solitude and brings them together. To let the people experience what the effect is of social solitude and to make them aware of how Resto VanHarte battles against this problem, we made this thought-provoking fold-out leaflet.

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 campaign has just started and the first signs are hopeful. The response on the mailing has been very positive and the recognition of the Resto VanHarte brand name has increased as well as the appreciation for the way Resto VanHarte works. The involvement of our potential contributors provides us with a perfect starting point to ask for financial support, as they highly appreciate our work.