FLYERS by Saatchi & Saatchi Frankfurt for CFH Unfallopfer-Hilfswerk

FLYERS

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Industry Traffic safety, Against alcohol
Media Direct marketing
Market Germany
Agency Saatchi & Saatchi Frankfurt
Executive Creative Director Jorg Riommi, Arturo Vittorioso, Daniela Nedelschi
Art Director Ionut Vlad
Copywriter Dominik Bauer, Ana-Maria Taralunga
Released April 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: CFH UNFALLOPFER-HILFSWERK
Product/Service: DON'T DRINK AND DRIVE
Agency: SAATCHI & SAATCHI
Executive Creative Director: Jorg Riommi (Saatchi & Saatchi Frankfurt)
Art Director: Ionut Vlad (Saatchi & Saatchi Frankfurt)
Copywriter: Ana-Maria Taralunga (Saatchi & Saatchi Frankfurt)
Copywriter: Dominik Bauer (Saatchi & Saatchi Frankfurt)
Management Supervisor: Wolfgang Schlutter (Saatchi & Saatchi Frankfurt)
Account Executive: Elke Schmailzl (Saatchi & Saachi Frankfurt)
Art Buyer: Sarah Roth-Profenius (Saatchi & Saatchi Frankfurt)
Print Producer: Bettina Gaiser (Saatchi & Saatchi Frankfurt)
Media placement: Ambient - None - 27.04.2012

Describe the brief/objective of the direct campaign.
Unfallopfer-Hilfswerk - 'Friends of Accident Victims' Foundation - supports people affected by car accidents. They wanted to reinforce the bad consequences of drink-driving during one of the most popular fairs for drinking in Frankfurt am Main, the Friedberger Market.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to make sure the message reached each and every driver, so we decided to take a personal approach and place it on their cars in the shape of some special flyers. Playing on the look and feel of the promotional flyers you always find on the car, we gave them a totally new role. While looking authentically promotional, our flyers carried a deeper meaning, advertising products people may need in case of a car accident like wheelchairs, arm prosthesis, a toilet for the disabled or even a coffin.

Explain why the creative execution was relevant to the product or service.
Because the subject of drinking and driving tends to have more relevancy when addressed directly to the people exposed, our flyers managed to talk to each individual and raise immediate awareness about the serious effects of driving drunk.

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.
Hundreds of the unexpected flyers were spread on participants’ cars, intriguing them and reminding each of them that driving drunk today can change the rest of their lives.