LITTLE RED RIDING HOOD FIGHTS BACK by Memac Ogilvy & Mather Dubai for WORLD BLACK BELTS CENTER

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LITTLE RED RIDING HOOD FIGHTS BACK

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Industry Transport, travel & tourism
Media Direct marketing
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Ramzi Moutran
Copywriter James Bisset, Kareem Shuhaibar
Illustrator Regina Groffy
Released February 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: WORLD BLACK BELTS CENTER
Product/Service: CHILDRENS SELF-DEFENCE CENTRE
Agency: MEMAC OGILVY & MATHER
Date of First Appearance: Feb 25 2010 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann (Memac Ogilvy & Mather Dubai)
Creative Director: Ramzi Moutran (Memac Ogilvy & Mather Dubai)
Creative Director: Ramzi Moutran (Memac Ogilvy & Mather Dubai)
Junior Art Director: Regina Groffy (Memac Ogilvy & Mather Dubai)
Copywriter: Kareem Shuhaibar (Memac Ogilvy & Mather Dubai)
Copywriter: James Bisset (Memac Ogilvy Action)
Illustrator: Regina Groffy (Memac Ogilvy & Mather Dubai)
Owner: Rio Al Taie (World Black Belts Center)
Media placement: Direct & Sales Promotion – Company Literature - Leave behinds around Dubai, direct mailing to new and existing clients - February 25th 2010

Describe the brief/objective of the direct campaign.
The target audience for the children’s illustrated book was drawn from young children who do not have the necessary skills or proper training to defend themselves in threatening situations, as well as parents who are concerned for their children’s safety. The strategy for the campaign is therefore to raise awareness on children’s self defence and to promote the World Black Belts Center as an established martial arts centre in Dubai that cares for the interests of children and their safety.

Explain why the creative execution was relevant to the product or service.
The creative execution was highly relevant to the center as it is solely based on promoting self-defence for children, which runs entirely in parallel to the philosophy of World Black Belts Center and the Little Dragons program itself. What made it even more relevant was that we used a popular children’s story that our target is already quite receptive to, twisting it unexpectedly in the ending to create a curious reaction and positive interest in finding out more about the center’s classes. It’s a creative piece that parents and children alike will find interesting, engaging and inspiring enough to think about signing up their kids to a class.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The desired outcome for this illustrated book was to create more awareness for the martial arts center among parents and children in Dubai, and furthermore to increase registration for Little Dragons, a programme uniquely dedicated to teaching children’s self defence. Therefore, using the legendary children’s story of Little Red Riding Hood, we decided to communicate to our target audience in an unconventional way, applying a dynamically unpredictable twist to the ending of the story, emphasizing the importance of being equipped with self-defence skills as a child.

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.

In total, 500 pieces of the illustrated children’s book were distributed to the general public in Dubai, out of which a successful amount of 29% signed up for self-defense classes, amounting to 145 new members for the center. The cost of a self-defense class is priced at AED600 for a 10-session course ($163). Therefore, the return on investment for the center turned out to be significantly positive, AED600 ($163) in membership revenue for every AED5 ($1.30) spent on producing a single piece. The printing costs that were incurred were made back within four weeks of the release of these books that were placed at the center, around Dubai and in relevant locations such as local schools. Membership inquiries have increased with a positive response from not only parents, but local schools and a TV show expressing a strong interest in potential meetings and sponsorship of events with the center.