INVASION by Mrm Sao Paulo for IHDI ESTAÇÃO BEM-ESTAR

INVASION

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Brazil
Agency Mrm Sao Paulo
Creative Director Rodrigo Esteves
Art Director Graziella Oliveira
Copywriter Camila Piagge
Released February 2010

Credits & Description

Category: Flat Mailing
Advertiser: IHDI ESTAÇÃO BEM-ESTAR
Product/Service: CHARITY LODGE FOR THE HOMELESS
Agency: Sun/MRM WORLDWIDE
Date of First Appearance: Feb 13 2010 12:00AM
Entrant Company: Sun/MRM WORLDWIDE, São Paulo, BRAZIL
Entry URL: http://www.garauina.com.br/invasion
Creative Director: Rodrigo Esteves (Sun/Mrm)
Copywriter: Camila Piagge (Sun/Mrm)
Art Director: Graziella Oliveira (Sun/Mrm)
Media placement: Direct Mail - Mail - 13 Feb 2010

Describe the brief/objective of the direct campaign.
The objective was to capture the imagination of contributors and volunteers for the project from the NGO “IHDI” : the Welfare Station Lodging whose objective is to shelter, treat and reintegrate homeless people who literally live on the streets of São Paulo.

Explain why the creative execution was relevant to the product or service.
We sent a photo to each establishment owner of his storefront showing what it would look like if the project Welfare Station Lodging did not exist. On the photo they could see homeless people. Each owner received a photo of his own establishment, which made the campaign very unique and impactful. Together with the photo, we asked them to collaborate with the NGO so that it could move forward with the Project.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The NGO is located in Ipiranga, a traditional neighborhood in São Paulo, and because of this, the institution ends up by giving assistance to homeless people from the region who go to IHDI’s head office looking for the Welfare Station Lodging. We impacted the owners of these commercial establishments and stores located in Ipiranga showing them the positive results that the project Welfare Station Lodging has brought to the region, transforming Ipiranga in a better place to live in all aspects, more beautiful and at the same time more compassionate, attracting more customers to the region.

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 300 people impacted, 190 accepted to make donations for the Project. The average value of donation per individual was R$ 200,00. In the end, we succeeded in raising R$ 38.000,00 = about $20.000,00 dolars.