CITY MAP by DraftFCB Hamburg for Alzheimer's Society

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CITY MAP

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Direct marketing
Market Germany
Agency DraftFCB Hamburg
Executive Creative Director Dirk Haeusermann
Art Director Malte Timm
Copywriter Alexandra Höhn, Thomas Völker
Producer Jens Adomat
Released September 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: THE ALZHEIMERS SOCIETY
Product/Service: DONATIONS FOR ALZHEIMERS
Agency: DRAFTFCB GERMANY
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: DRAFTFCB GERMANY, Hamburg, GERMANY
Executive Creative Director: Dirk Haeusermann (Draftfcb Germany)
Creative Director: Alexandra Höhn (Draftfcb Germany)
Art Director: Malte Timm (Draftfcb Germany)
Copywriter: Thomas Völker (Draftfcb Germany)
Copywriter: Alexandra Höhn (Draftfcb Germany)
Account Manager: Daniel Hultgren (Draftfcb Germany)
Producer: Jens Adomat (Draftfcb Germany)
Head Of Advertising: Margitta Tobaben (Alzheimer Gesellschaft Hamburg E.v.)
Media placement: City Map - Cafes, Bars, Restaurants, Information Areas At The Station, Hotels And In A City - 01.09.2009

Describe the brief/objective of the direct campaign.
The Alzheimer Society works on a non-profit basis and depends on donations. The target audience was new customers (all the healthy people)and this target implicates the strategy: The Alzheimer disease is not in the centre of public interest. Therefore key was to generate awareness for the disease in order to get donations.

Explain why the creative execution was relevant to the product or service.
By dramatising the helpless feeling of disorientation we made the disease comprehensible and went into a direct interaction with healthy people. The people were touched and began to display an interest in the disease. Furthermore, it was a very cost effective campaign for the Alzheimer Society.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To share the perception of Alzheimer disease we created a street-map without street names to dramatise the helpless feeling of disorientation to healthy people. The maps were displayed guerrilla-style between hints to local events at bars, restaurants and information desks. The message called for donations for the Alzheimer Society.

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.
3000 maps created a 19% increase in information calls and a 5% increase in donations to the Alzheimer Society.