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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency Quigley-Simpson
Associate Creative Director Seiji Kishi
Executive Creative Director Desmond Burrows
Copywriter Noah Michel
Released July 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Jul 6 2009 12:00AM
Entrant Company: QUIGLEY-SIMPSON, Los Angeles, USA
Chief Executive Officer: Gerald Bagg (Quigley-Simpson)
Senior Vice President Strategy: Alissa Stakgold (Quigley-Simpson)
Executive Creative Director: Desmond Burrows (Quigley-Simpson)
Copywriter: Noah Michel (Quigley-Simpson)
Associate Creative Director: Seiji Kishi (Quigley-Simpson)
Media placement: TV Campaign - 1 Spot - ESPN - 6 July 2009

Describe the brief/objective of the direct campaign.
The objective of the campaign was to drive acquisition among new or existing consumers and rebrand Christian Childrens Fund to ChildFund. The strategy was to connect viewers with the poverty stricken places that children live in around the world through the footage and images. The problem/solution strategy used black and white footage of the desperate living conditions and listed statistics about children in poverty areas followed by full colour solution footage of ChildFund’s school – children in a classroom, eating nutritious food, drinking clean water and receiving medication – demonstrating how ChildFund is one of the solutions to this problem.

Explain why the creative execution was relevant to the product or service.
The creative execution is relevant because it shows ChildFund’s service in action. Viewers get a glimpse into lives of children in parts of countries most people don’t travel. They can see that ChildFund is there, providing relief to children in need. In order to get the proper tone, we composed and recorded an original song to feature in the spots. Answer the Call, was created to fit perfectly within the creative and act itself as an acquisition tool, asking viewers if they will be the answer to the call for help that these children are crying out. We created 1 minute and 2 minute Direct repsonse commercials.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution to driving acquisition was creating a compelling CTA(call to action). The shots of children shown in their living conditions followed by the solution shots of the children at the ChildFund program compel the viewer to be a part of that solution and call to sponsor a child today. The solution to rebranding ChildFund, from their former name of Christian Children’s Fund, was to use the same on camera talent and mention the changing of the name and over 70 years of experience that it brings.

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.
Currently the best performing spot is still the Anthem :60, the spot we originally launched with (along with the :120 version). Because of this success, eight different executions were created subsequently from the footage we obtained from the shoot to try to beat the new control. The MER on this creative to date is .73. With the length of time sponsors keep their sponsorships, the ratio is well over 1:1 meaning the current ChildFund media is self sustaining.