SALLY'S FIRST SHOW by Ogilvy & Mather Melbourne for ART CENTRE MELBOURNE



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Industry Culture, Leisure & Sport
Media Direct marketing
Market Australia
Agency Ogilvy & Mather Melbourne
Executive Creative Director Michael Knox
Creative Director Dave Scott
Designer Ellie Schroeder
Illustrator Andrew Hopgood
Released May 2011

Credits & Description

Category: Flat Mailing
Creative Director: Dave Scott (Ogilvy)
Head Of Copy: Kate Lightfoot (Ogilvy)
Designer: Ellie Schroeder
Production Manager: Glenn Kuramoto (Ogilvy)
Account Manager: Sarah Tindale
Account Director: Rebecca Ballantyne (Ogilvy)
Head Of Strategy: Catherine Graham (Ogilvy)
Client Executive: Nicola Barrans (Arts Centre Melbourne)
Illustrator: Andrew Hopgood (Hopgood Illustration)
Executive Creative Director: Michael Knox
Media placement: Direct Mail - Direct Mail - 1st May 2011

Describe the brief/objective of the direct campaign.
The First Call Fund is an Arts Centre charity that helps regional children experience the performing arts first-hand. Objective: Raise $20,000 with a single mailer.
There were significant challenges to overcome. Firstly, 5 natural disasters were competing for charitable funding. Secondly, this piece would reach a smaller audience and would have to raise more funds than the 2010 mailer.
Our strategy was to make our audience feel they’d have a hand in the future of the arts by sharing their love of the performing arts with children – the next generation of performers and patrons.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution: Don’t send an ad – tell a story.
We cut through all the charity doom and gloom by sending something positive and upbeat that leveraged our audience's passion for the arts. Instead of sending an ad, we gave them a children's book.
DM smarts were used to engage our audience and improve response. The cover included a personalised ‘Thanks to Sam Sample’ where the author's name would usually appear, a personalised letter was included on the inside cover and the donation form on the back was pre-populated to make it easier to donate.

Explain why the creative execution was relevant to the product or service.
A theatre-going audience loves a good story, so the creativity truly resonated.
Based on a number of real-life case studies, our book told the story of a student experiencing the Arts Centre for the first time. We used handcrafted typography, bespoke illustrations and textured paper to make it feel like a proper storybook.
It was the right way to engage an audience who valued authenticity and creativity.

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.
Donations increased by 232%.
This piece surpassed the primary objective. In fact, it almost doubled it. Our target was $20,000, and we raised $37,730 – a 189% increase. The ROI was 2.2:1
So we raised more money from more people, while mailing to a smaller audience during an incredibly competitive year for charity requests. The audience responded with more than just money. The book thoroughly engaged recipients, even prompting them to write back:
“I loved the little book. Read it to my grandchildren.”
“It warmed the heart of this retired primary teacher.”
“We liked it so much, we donated!”