CRAYONS by Tbwa\santiago Mangada Puno for THE EYEBANK FOUNDATION OF THE PHILIPPINES

CRAYONS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Philippines
Agency Tbwa\santiago Mangada Puno
Executive Creative Director Melvin Mangada
Art Director Chris Costello, Manuel Villafania\melvin Mangada\denise Tee
Copywriter Kaity Chua
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: THE EYEBANK FOUNDATION OF THE PHILIPPINES
Product/Service: CORNEAL BLINDNESS AWARENESS
Agency: TBWA\SANTIAGO MANGADA PUNO
Date of First Appearance: Apr 23 2010 12:00AM
Entrant Company: TBWA\SANTIAGO MANGADA PUNO, Makati City, THE PHILIPPINES
Executive Creative Director: Melvin Mangada (TBWA Santiago Mangada Puno)
Creative Director: Manuel Villafania (TBWA Santiago Mangada Puno\ Tequila)
Art Director: Chris Costello (TBWA Santiago Mangada Puno\ Tequila Philippines)
Art Director: Denise Tee (TBWA Santiago Mangada Puno)
Copywriter: Kaity Chua (TBWA Santiago Mangada Puno)
Print Producer: May Dalisay (TBWA Santiago Mangada Puno)
Final Artist: Romar Quiroz (TBWA Santiago Mangada Puno)
Media placement: Direct Mailer - 50 Pcs - Sent Via Post - 30 April 2010

Describe the brief/objective of the direct campaign.
Lots of Filipinos are left in the dark because of corneal blindness. The Eye Bank Foundation of the Philippines seeks to brighten their lives by restoring their sight through transplantation of human donor corneas. Unfortunately, there is a shortage of eye donors since most people are unaware of the cause. The agency was tasked to turn this around.

Explain why the creative execution was relevant to the product or service.
The only concept that the blind have of colours is not its shade or hue, but the emotion each one represents. However, colours are meant to be seen, not felt. To inspire people to become sight ambassadors, boxes of crayons named as emotions were sent out as direct mailers. These urged them to give the gift of seeing in colour.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to directly appeal to the emotions of the target market while educating them about cornea donorship. The Eye Bank gets an average of around 120 eye tissues a month, or around 1440 tissues a year. After the material is released, a projected 20% rise of eye donors is expected.

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.
The number of donor pledges increased by 14% since the direct mailers have been sent. The numbers are still rising.