CIVIL RIGHTS DEFENDERS DM RUSSIAN BRIBE by Scholz & Friends Stockholm

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RUSSIAN BRIBE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Sweden
Agency Scholz & Friends Stockholm
Art Director Jonas Wittenmark, Johan Pihl
Copywriter Philip Frendberg
Released November 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CIVIL RIGHTS DEFENDERS
Product/Service: CHARITY
Agency: SCHOLZ & FRIENDS STOCKHOLM
Date of First Appearance: Nov 5 2010
Entrant Company: SCHOLZ & FRIENDS STOCKHOLM, SWEDEN
Art Director: Johan Pihl (Scholz & Friends)
Copywriter: Philip Frendberg (Scholz & Friends)
Account Director: Jacob Vitalis Odqvist (Scholz & Friends)
Account Manager: Gabriella Wallo (Scholz & Friends)
Art Director: Jonas Wittenmark (Freelance)
Media placement: Direct Mailing - Stockholm, Sweden - 5 November 2010

Describe the brief/objective of the direct campaign.
Civil Rights Defenders is a non-profit organization dedicated to defending civil and political rights and empowering human rights defenders.

The problem is that very few politicians and journalists have any knowledge of their work.

On the 24th of November 2010 Civil Rights Defenders organized a seminar about the crisis in the Northern Caucasus. The seminar highlighted how bribery and corruption ruin the chances for peace and democracy.

We needed to find a way to bring these issues to the attention of politicians and journalists.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A direct mailing campaign was launched in the beginning of November 2010. The aim was
to show the destructive impact of corruption.

We sent a direct mail in the shape of a personal message to Sweden’s leading politicians
and journalists.

Each revived a package posted with authentic Russian stamps that contained a luxurious case.

In the case there was a bribe in the shape of a gold watch with Vladimir Putin’s portrait.

Explain why the creative execution was relevant to the product or service.
By using real gold watches we managed to convey the feeling of being bribed and by targeting journalists and politicians we successfully pinpointed individuals who naturally are very sensitive to corruption.

The campaign was very appropriate to Civil Rights Defenders due to the fact that they needed to find a creative and unconventional way to reach journalists and politicians.

By working on a very individual level the campaign was successful in influencing a small but very influential group of people.

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.

All the watches were hand made by a Swedish watchmaker (working with exciting parts). We produced 30 watches which was delivered to journalists and politicians (among the the Swedish foreign minster Carl Bilt).

The campaign generated a great deal of attention in both newspapers and blogs. The mailing managed to highlight the destructive impact of corruption, which became a topic in itself.

For example, the complete mailing was on display in the reception area of Sweden’s largest daily newspaper ”Svenska Dagbladet”.

The seminar was a success and Civil Rights defenders noticed a strong increase in the number of articles about the crises in the Northern Caucasus.