HOT NEWS by Mrm Sao Paulo for IHDI ESTAÇÃO BEM-ESTAR

HOT NEWS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Mrm Sao Paulo
Creative Director Rodrigo Esteves
Copywriter Camila Piagge
Released April 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: IHDI ESTAÇÃO BEM-ESTAR
Product/Service: CHARITY LODGE FOR THE HOMELESS
Agency: Sun/MRM WORLDWIDE
Date of First Appearance: Apr 10 2009 12:00AM
Entrant Company: Sun/MRM WORLDWIDE, São Paulo, BRAZIL
Entry URL: http://www.garauina.com.br/hotnews
Creative Director: Rodrigo Esteves (Sun/MRM)
Copywriter: Camila Piagge (Sun/MRM)
Art director: Graziella Oliveira (Sun/MRM)
Media placement: Direct Mail - Mail - 10 April 2009

Describe the brief/objective of the direct campaign.
The Welfare Station Lodging is a project from the NGO “IHDI” whose objective is to shelter, treat and reintegrate homeless men and women into society . But as São Paulo City has approximately 13.000 homeless people literally living on the streets, the Welfare Station Lodging does not have capacity to give assistance to all of them. That’s why the institution promotes this campaign in winter distributing blankets to those homeless who find no shelter and have to sleep on the streets.

Explain why the creative execution was relevant to the product or service.

The creative originality is all about an extremely low budget direct piece with a strong impact. The newspaper was free, the plastic cover was free and we printed the tag inside. The only cost we had was with gasoline that the NGO's volunteers used to distribute the mail door to door and getting back to collect the donations. The total cost of the campaign was 3 gallons of fuel which is about 150 dollars.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As many homeless people have nothing that protects them from the cold in winter, they end up by covering their bodies with old newspapers every night. In partnership with a gym located in Jardins - a nice and refined neighborhood in São Paulo, we captured the mailing of people who live in this region. We sent newspapers to their homes inside luxury blanket packagings. The message on the piece asked those people to change that newspaper for a blanket they did not use any longer. Some days later, volunteers who work for the NGO would visit them to collect their donations.

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.
Of the 355 people impacted, 268 collaborated with the campaign. We collected 337 blankets, that is, more than one blanket per donation spending only 150 dollars for the whole thing.