Diakonisches Werk Der Evangelischen Kirche DM THE HOMELESS REAL ESTATE by .start

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THE HOMELESS REAL ESTATE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency .start
Executive Creative Director Thomas Pakull, Marco Mehrwald
Art Director Christoph Obermeier
Copywriter Tobias Schwarz
Released October 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: DIAKONISCHES WERK DER EVANGELISCHEN KIRCHE
Product/Service: CHARITY
Agency: .START
Date of First Appearance: Oct 15 2010
Entrant Company: .START, Munich, GERMANY
Entry URL: http://www.forthejury.com/homeless_real_estate
Executive Creative Director: Marco Mehrwald (Interone)
Executive Creative Director: Thomas Pakull (Interone)
Art Director: Christoph Obermeier (Interone)
Copywriter: Tobias Schwarz (Interone)
Concept Designer: Philipp Solf (Interone)
Art Director / Concept Designer: Felix Hennermann (Interone)
Account Manager: Markus Mansshardt (Interone)
Account Manager: Isabel Duda (Interone)
Media placement: Ads For Attractive Appartments - Immobilienscout24.de - 15.10.2010
Media placement: Ads For Attractive Appartments - Immowelt.de - 15.10.2010

Describe the brief/objective of the direct campaign.
The evangelical homeless charity takes care of people living on the street. The organisation relies heavily on donations. They asked us to develop an idea that generates a lot of awareness with very little budget.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used well-known property websites, and placed attractive ads for apartments. Once the user took a closer look, the apartment turns out to be the resting place of somebody homeless. The evangelical homeless charity pretended to be the “estate agent”. The ad was linked to their website.

Explain why the creative execution was relevant to the product or service.
Everybody knows it’s difficult to find a flat. But hardly anybody knows how difficult it is without one.

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 ads have been read and shared by thousands of users. The homeless charity registered a significant increase in donations. With a great result: less homeless.
The media cost amounted to approx. 150 euros for fees.