HOME COOKED MEAL AND CHOICES by Quigley-Simpson for CHILDFUND INTERNATIONAL

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HOME COOKED MEAL AND CHOICES

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency Quigley-Simpson
Executive Creative Director Desmond Burrows
Art Director Seiji Kishi
Copywriter Noah Michel
Account Supervisor Karen O'neal
Released September 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CHILDFUND INTERNATIONAL
Product/Service: CHARITY
Agency: QUIGLEY-SIMPSON
Date of First Appearance: Sep 20 2010
Entrant Company: QUIGLEY-SIMPSON, Los Angeles, USA
Executive Creative Director: Desmond Burrows (Quigley-Simpson)
Art Director: Seiji Kishi (Quigley-Simpson)
Copywriter: Noah Michel (Quigley-Simpson)
Account Supervisor: Karen O'Neal (Quigley-Simpson)
Executive Producer: Nina Resnikoff (Post Office Editorial)
Media placement: DRTV – “Choices” - National Cable and Local TV Networks – USA, ION, MSNBC, Discovery, Headline News - 20 September 2010
Media placement: 2. DRTV – “Home Cooked Meal” - National Cable and Local TV Networks – USA, ION, MSNBC, Discovery, Headline News - 25 October 2010

Describe the brief/objective of the direct campaign.
The primary objective of the ChildFund TV campaign was to drive new child sponsorships directly from the spots (an ongoing monthly commitment of $28/month) through an 800 # or the ChildFund International website. Secondary objectives were to generate leads or one-time contributions, and to increase awareness for the ChildFund International brand.

The brand was looking to improve existing metrics for the DRTV channel, including total number of leads and sponsorships generated, as well as cost per lead and cost per sponsorship.

The strategy of the campaign was to explain who ChildFund International are and what they do, why they are a trusted organization, where your donated dollars go, and how you can easily make a difference by acting today.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our goal was to get one person to sponsor one child, and our creative reflected this strategy. Each spot told the story of a single child. Each child was filmed in their home country, in their own living conditions. The suffering was real. The story of each child was told in the context of life in the first world. Finally, the tone of the spot was set with music, voiceover inflection, vivid images/footage of children and their environment, and compelling graphics.

Explain why the creative execution was relevant to the product or service.
The creative was effective in driving consumer response by bringing the viewer close to one special child, then illustrating the change in that one child’s life through the addition of sponsorship. We wanted the consumer to not only care for the child, but also to visualize the child within the context of their own life. The creative was also successful in drawing a parallel between the child “over there” and the sponsor’s life at home.

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.
Both “Home Cooked Meal” and “Choices” spots were introduced on-air in the Fall of 2010 (Sept/Oct), and both are currently still on air as they are exceeding their target goals. Both spots have improved the brand’s current cost per lead performance by 25%; “Home Cooked Meal” has improved the brand’s cost per sponsorship performance by 41%, while “Choices” has improved the brand’s cost per sponsorship performance by 24%. More importantly, by effectively showcasing ChildFund's life-transforming work, both "Home Cooked Meal" and "Choices" have helped to change the lives of 33% more children.