Diakonisches Werk Frankfurt DM HELP THE OMA by Saatchi & Saatchi Frankfurt

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Saatchi & Saatchi Frankfurt
Director Sven Staussberg
Creative Director Eberhard Kirchhoff
Art Director Farida Amar, Tobias Biedermann
Copywriter Michael Causemann, Carlos Pabon
Producer Jochen Brood, Jeremy Füser
Strategic Planner Anne Winkelmann
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Jan 31 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, Frankfurt, GERMANY
Entry URL: http://www.amendegewinnenimmerdieguten.de/helptheoma
Chief Creative Officer: Burkhart von Scheven (Saatchi & Saatchi)
Creative Director: Eberhard Kirchhoff (Saatchi & Saatchi)
Art Director: Farida Amar (Saatchi & Saatchi)
Art Director: Tobias Biedermann (Saatchi & Saatchi)
Copywriter: Carlos Pabon (Saatchi & Saatchi)
Copywriter: Michael Causemann (Saatchi & Saatchi)
Chief Executive Officer: Michael Samak (Saatchi & Saachi)
Account Executive: Susanne Glaessel (Saatchi & Saatchi)
Strategic Planner: Anne Winkelmann (Saatchi & Saatchi)
Head of Creative Services: Michael M. Maschke (Saatchi & Saatchi)
TV Producer: Julia Kallmeyer (Saatchi & Saatchi)
Director: Sven Staussberg (KAMERAD film)
Producer: Jochen Brood (KAMERAD film)
Producer: Jeremy Füser (KAMERAD film)
Cut and Postproduction: Ruhullah Scherzai (Pictorion Zweigwerk)
Sound: (Studio Funk)
Public Relations: Dagmar Keim-Hermann (Diakonisches Werk)
Public Relations: Jörn Dietze (Diakonisches Werk)
Manager: Dr. Michael Frase (Diakonisches Werk)
Managing Director: Dr. Thea Mohr (Diakonisches Werk)
Media placement: Website - Www.help-The-Oma.de - 28.01.2010
Media placement: Internet Films - www.youtube.com - 03.02.2010
Media placement: Facebook Profiles - www.facebook.com - 12.04.2010
Media placement: Promotion - Innercity Of Frankfurt - 28.01.2010

Describe the brief/objective of the direct campaign.
Recruit new volunteers for the charity foundation Diakonie Frankfurt.

Explain why the creative execution was relevant to the product or service.
Many people would like to help others, but they have never been challenged to do so. The campaign put the people in a situation where they had to make a decision: Am I going to help or not? That’s why we choose a simple and real scenario for our promotion. Three Omas (Grandmothers), the street and some every-day situations that a person of that age has to overcome. By helping the Omas, the people prooved not only to the Diakonie but also to themselves that they are the right ones for a voluntary service at the charity foundation Diakonie.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Donating money for a good cause is easy to do for a lot of people. But committing to take the responsibility for a human, becoming a volunteer, is of quite a different nature. Not everybody can do it. To bring our concept alive we created an unusual team of promotion girls consisting of 3 incredibly charming Omas (grandma’s). With their staged actions our Omas showed the public that taking responsibility for a human being is in all of us. It’s natural and easy to help others.

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.
Our Omas gave away around 60 Flyers. The goal was to recruit about 10 new volunteers. 3 days after the campaign started the Diakonie had received 46 new applications for voluntary work. The campaign had a budget of 5000€ and the people involved in it did it voluntarily. Nevertheless, the campaign had a media coverage worth over 250.000€. Our Omas were featured in a number of web-sites, newspapers and even on TV. During the first weeks of the campaign www.help-the-oma.de had around 10.000 visitors per day. To see the media coverage in detail go to: www.help-the-oma.de/blog.