DELIVER HOPE TO AFRICA by Kolle Rebbe Hamburg for Bischoefliches Hilfswerk Misereor

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DELIVER HOPE TO AFRICA

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Stefan Kolle
Creative Director Justin Landon, Lorenz Ritter, Sven Klohk
Copywriter Malik Benamara
Account Supervisor Guido Block, Jessica Gustafsson
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: BISCHOEFLICHES HILFSWERK MISEREOR
Product/Service: CHARITY DONATIONS
Agency: KOLLE REBBE
Date of First Appearance: Apr 7 2010 12:00AM
Entrant Company: KOLLE REBBE, Hamburg, GERMANY
Entry URL: http://www.forthejury.de/english/mobilombo/
Executive Creative Director: Stefan Kolle (Kolle Rebbe)
Creative Director: Justin Landon (Kolle Rebbe)
Creative Director: Sven Klohk (Kolle Rebbe)
Creative Director: Lorenz Ritter (Kolle Rebbe)
Art Director/Copywriter: Felix Schulz (Kolle Rebbe)
Art Director/Illustration: Michael Matthias (Kolle Rebbe)
Design/Photographer: Johannes Widmer (Kolle Rebbe)
Copywriter: Malik Benamara (Kolle Rebbe)
Graphic Design: Peter Fehler (Kolle Rebbe)
Cutter: Kristin Ließ (Kolle Rebbe)
Programmer: Tobias Boehning (Kolle Rebbe)
Conception: Grit Hornich (Kolle Rebbe)
Account Supervisor: Guido Block (Kolle Rebbe)
Account Supervisor: Jessica Gustafsson (Kolle Rebbe)
Artbuying: Katrin Gruen (Kolle Rebbe)
Sound Design: Robert Jaehnert (Kolle Rebbe)
Sound Mixer: Tobias Sauer
Speaker, Sound Mixer: Konrad Peschmann
Speaker: Alan Orpin
The Shack: (Filmproduction)
Media placement: Website/live Film - Http://www.forthejury.de/english/mobilombo/ - 7 April 2010

Describe the brief/objective of the direct campaign.
The Misereor relief organisation was looking for new ways to promote its 2-Euro helfen (2 euros help) campaign on a low budget. And to reach the maximum size of target group. Besides getting in touch with the traditional target group of typically older donors, the campaign also aimed to reach a younger, Internet savvy target group of potential donors. One of Misereor's 2-Euro helfen projects is a farm in South Africa called Goedgedacht. The farm is a drop-in centre for the socially deprived and orphans. It offers people a new perspective through agricultural work. The project also defined the theme of the campaign.

Explain why the creative execution was relevant to the product or service.
The mechanism behind the campaign transported the topic in a novel, previously unseen manner. The donors are rewarded for their commitment. The campaign managed to do without any media spending. The production costs were minimal and well within the budget that was already low to begin with as the implementation costs of the campaign were 1.858,00 EURO. The Mobilombo website was promoted over a press-release on Social-Advertising Blogs and teasering on the Misereor Website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Misereor sent a miniature truck from Aachen, the relief organisation's headquarters, to Goedgedacht, the destination of the relief campaign. The miniature truck is powered by a mobile telephone. The truck's journey can be watched live on the Internet 24 hours a day. Every time a donor calls, the vehicle gets closer and also flushes two euros into the project's charity funds. Misereor placed the emphasis on a viral campaign that would do without any media spending. Due to the fact that idea worked so well, word about the campaign spread by itself. The brand – and the 2-Euro helfen projects – generated a high level of interest and awareness.

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.
With the volume of calls the campaign generated, the Mobilombo managed to reach its goal at Goedgedacht in South Africa in the short space of a few weeks. Due to the huge success, the campaign will be repeated several times a year.