STREET KIDS CHRISTMAS BOOK by Taxi Canada for Covenant House

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STREET KIDS CHRISTMAS BOOK

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Canada
Agency Taxi Canada
Executive Creative Director Darren Clarke
Art Director S Mark Scott
Designer Leo Tsalkos, Ashley Leonard
Photographer Robert Popkin
Released December 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: COVENANT HOUSE
Product/Service: DONATIONS CAMPAIGN
Agency: TAXI CANADA
Date of First Appearance: Dec 11 2009 12:00AM
Entrant Company: TAXI CANADA, Toronto, CANADA
Executive Creative Director: Darren Clarke (TAXI Canada)
Designer: Leo Tsalkos (TAXI Canada)
Designer: Ashley Leonard (TAXI Canada)
Writer: David Kennedy (TAXI Canada)
Art Director: Mark Scott (TAXI Canada)
Print Producer: Sharon Govang (TAXI Canada)
Print Producer: Bruce Ellis (TAXI Canada)
Retouching: Nabil Elsaadi (TAXI Canada)
Retouching: Andrew O'Driscoll (TAXI Canada)
Photographer: Robert Popkin (TAXI Canada)
Account Manager: Christian Parsons (TAXI Canada)
Chief Creative Officer: Steve Mykolyn (TAXI Canada)
Media placement: Newspaper Insert Booklet - Local Newspapers - 1 December 2009

Describe the brief/objective of the direct campaign.
The objective was to increase the amount of donations to Covenant House during the holiday season, despite the current difficult economic climate. Our concept was to create a gift catalogue for street kids so people could feel they were buying gifts for ‘street kids’ rather than just donating money. It made giving a donation feel more tangible and real for donors.

Explain why the creative execution was relevant to the product or service.

The creative execution involved us matching the look and feel of a traditional Christmas gift catalogue, down to the style of photography, language and typography used. We wanted people, when they saw this catalogue, to reconsider what they would be giving as gifts during the Holiday season. We thought it was a strong, original way to get people to think about donating to charity, as they’d see specifically what these street kids needed as gifts for the holidays. It matched Covenant House’s goal of making sure that people looked at homeless kids as normal, everyday kids.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used the look and feel of a traditional Holiday gift catalogue but replaced the usual fashion models with gritty street kids in real life situations to express that helping them is really what the holiday spirit is about. We treated this as an actual catalogue with products that people could purchase, online, for the benefit of street kids at Covenant House. The microsite had the same look as the physical catalogue and allowed people to make gift donations there. The hope was achieve $30,000 in donations via this campaign.

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 Holiday Gift Catalogue was more successful than Covenant House had hoped for. The Gift Book initiative exceeded donations projected by over 33%. Over 23,000 unique visitors saw the Gift Book microsite during the 6-week period it was live during the Holiday season and donations exceeded over $40,000 in total.