Cancer Research Uk DM KAREN by AMV BBDO London

KAREN

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Industry Against Cancer
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Director Joanna Bailey
Executive Creative Director Paul Brazier
Creative Director Mike Hannett, Dave Buchanan Responsible Drinking
Art Director Sonny Adorjan
Copywriter Milo Campbell
Producer Helen Hadfield, Lindsay Hughes
Editor Adam Marshall @ Joint
Released July 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CANCER RESEARCH UK
Product/Service: CANCER RESEARCH
Agency: ABBOTT MEAD VICKERS BBDO
Executive Creative Director: Paul Brazier (AMV BBDO)
Creative Director: Mike Hannett (AMV BBDO)
Creative Director: Dave Buchanan (AMV BBDO)
Art Director: Sonny Adorjan (AMV BBDO)
Copywriter: Milo Campbell (AMV BBDO)
Director: Joanna Bailey (The Bare Film Company)
Producer: Helen Hadfield (The Bare Film Company)
Editor: Adam Marshall (The White House)
Producer: Lindsay Hughes (AMV BBDO)
Media placement: TV - 8 SPOTS ITV, C4, C5, SKY - 18TH JULY 2011
Media placement: CINEMA - LONDON BASED CINEMAS - JULY/AUGUST 2011

Describe the brief/objective of the direct campaign.
The objective of the Cancer Research UK campaign was to increase donations to the charity. The target audience was skewed towards ABC1 women aged 35+ but also included everyone over donation age.

Firstly to make the audience aware that the work CRUK does is actually responsible for helping people survive cancer - creating a belief that a donation can actually make a difference.
Secondly to illustrate that there is still some way to go to win the battle - creating a sense of urgency and a realisation in the audience that people’s future survival is their hands.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a graphic and emotional film called ‘Couples’ that cut between different pairs of people sitting on sofas together. Each couple was made up of a real life cancer survivor sitting next to a loved one. A boy sitting with his grandfather, a mother with her son, a woman with her father and so on. The relative of the cancer survivor spoke to the camera about the terror, helplessness and ultimately relief of watching their loved one battle and survive cancer. We end with one man sitting alone on a sofa. His daughter didn’t survive.

Explain why the creative execution was relevant to the product or service.
Everyone has a loved one. The thought of losing that loved one is more powerful and universal than the thought of contracting cancer yourself – especially in a society with an 'it won’t happen to me' mentality. So rather than depict people with cancer or telling people they might contract it, we chose to focus on the loved ones of people who have battled cancer. We believed this new shift would really hammer home the message that thanks to Cancer Research people are surviving cancer but there remains an urgent need to carry on funding research.

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.
- COG's (monthly direct debits) increased by over 70%
- Spontaneous online donations doubled
- Over £5.5m pounds raised
- Positive shift in attitudes towards brand and increased consideration
- Notable uplift in hope of finding a cure for cancer and belief in the work CRUK does