HOW U FEELIN? by Saatchi & Saatchi London for NSPCC

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HOW U FEELIN?

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency Saatchi & Saatchi London
Executive Creative Director Paul Silburn, Kate Stanners
Art Director Pablo Videla, Lovisa Almgren-Falken
Copywriter Howard Green, Rory Mccaskill
Digital Creative Director Martin Buckwell
Released January 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NSPCC
Product/Service: CHILDLINE CHILDREN'S CHARITY
Agency: SAATCHI & SAATCHI
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, London, UNITED KINGDOM
Executive Creative Director: Paul Silburn (Saatchi & Saatchi)
Executive Creative Director: Kate Stanners (Saatchi & Saatchi)
Copywriter: Howard Green (Saatchi & Saatchi)
Art Director: Pablo Videla (Saatchi & Saatchi)
Art Director: Lovisa Almgren
Copywriter: Rory McCaskill
Digital Producer: Will Misselbrook (Saatchi & Saatchi)
Director/Editor: Dennis Lui
Production Company Producer: Garfield Kempton (RSA Films Limited)
Post Production: (MPC)
Digital Creative Director: Martin Buckwell (Saatchi & Saatchi)
Account Director: Liz Griffiths (Saatchi & Saatchi)
Account Executive: Daniela Ceresa (Saatchi & Saatchi)
Planner: Jane Cantellow (Saatchi & Saatchi)
Media placement: TV - National Television - 18 January 2010
Media placement: Online - Microsite Via ChildLine Website - 18 January 2010
Media placement: Ambient - Local Estate In Thamesmead - January 2010

Describe the brief/objective of the direct campaign.
ChildLine wanted to let young people between the ages of 8 to 16 know they can now express how they’re feeling online as well as by phone.

Explain why the creative execution was relevant to the product or service.
It is the first ever ChildLine campaign to talk directly to it’s main target audience, children. It speaks to them on their level, doesn’t patronize and treats them with respect. The online remixer tool gave kids space to express how they’re feeling in a creative and interactive way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using music and words we created a fully interactive campaign based around ‘mash ups’. World famous musician Paul Hartnoll from Orbital and hot digital film director Dennis Liu recorded and filmed real kids expressing themselves in just a single word or sound. Paul created a unique music track, which Dennis then projected along with accompanying images live onto the walls of an urban landscape. The footage became a commercial, which drove kids to a website where they could make their very own mash up and enter it into a competition where the winning entry would become a real TV ad.

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.
Over 700 remixes were entered into the competition. The winning remix, 'In My Head' by xRach14x was chosen by Paul Hartnoll himself and aired on MTV Shows, at 8:15pm, Sunday, 21st March 2010. The remixer tool helped raise awareness of the ChildLine site, which saw an increase in traffic by 65%.