Boost For Kids DM MAKE THE CALL by Circle Productions, Marshall Fenn Communications

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Canada
Agency Circle Productions
Agency Marshall Fenn Communications
Creative Director James Dunlop
Art Director Steven Kim
Released October 2011

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: BOOST FOR KIDS
Writer: Mike Vinakmens (Marshall Fenn)
Art Director: Steven Kim (Marshall Fenn)
Creative Director: James Dunlop (Marshall Fenn)
Director Of Photography: Rob Walsh (Circle Productions)
Director/Editor: Jeffrey Zablotny (Circle Productions)
Sound Design: Bill Turchinetz (Silent Joe)
Chief Technologist: Blake Medulan (Marshall Fenn)
Account Director: Jim Wentzell (Marshall Fenn)
Account Executive: Heather Moffat (Marshall Fenn)
Digital Production: Lindsay Mcleod (Marshall Fenn)
Developer: Matt Beaulne (Marshall Fenn)
Public Relations Consultant: Katie Lofquist (Marshall Fenn)
Executive Producer: Michael Korchinsky (Circle Productions)
Line Producer: Elli Weisbaum (Circle Productions)
Production House: (Circle Productions)
Recording Studio: (Silent Joe)
Post Executive Producer: Gerry Legros
Recording Producer: Jody Colero (Silent Joe)
Media placement: Microsite - Internet - October 2011

Describe the brief/objective of the direct campaign.
To coincide with Child Abuse Awareness month (October) in Canada, we took on the challenge of raising the public profile of Boost for Kids – a registered charity dedicated to child abuse prevention and intervention.

Child abuse occurs more often and closer to us than we’d like to believe. A staggering 1 in 3 children will face some form of abuse before adulthood. With such a daunting social issue, the strategy was to inspire people to believe they can actually make a difference.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To bypass the human filter, we decided to demonstrate what it actually feels like to help a child in need.

Our campaign drove people to a microsite. Once there, a video depicts an abusive situation between a father and son. Viewers are prompted to call a 1800 number.

The magic moment comes when the call the audience makes actually rings in the video in real time and the abusive father goes to answer the call. The audience hears the abuser in their earpiece and the father is thereby distracted allowing the child escape.

Explain why the creative execution was relevant to the product or service.
To connect our audience via phone to an online video in real time, we needed to invent technology.

A bank of 1800 numbers were purchased and randomly generated when called so that the audience member was given a direct line to the video they were seeing.

When dialled, the server would recognise that number and link it to the IP address on the caller’s computer. Once that connection was made, we could switch the video to create the illusion that the audience was affecting the story.

To our knowledge this had never been done before and was very impactful.

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 final results exceeded even our own expectations with over 15m total media impressions and 72 media stories across North America.

During the 6-week campaign, the site had almost 10,000 unique visitors and over 27,000 page views.

Through Twitter we gained over 27,000 impressions and generated over 50,000 impressions and 881 distinct Facebook conversations.

It was featured in Toronto’s largest circulation daily, the Toronto Star, as well as CNBC, FOX and dozens of US news affiliates.

In the end, the campaign brought a new level of awareness to Boost for Kids and the issue of child abuse.