THE OPENED LETTER by Goss for Gothenburg Homeless Aid

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THE OPENED LETTER

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Sweden
Agency Goss
Art Director Gunnar Skarland, Mimmi Andersson, Jan Eneroth, Mattias Frendberg
Copywriter Ulrika Good, Elisabeth Berlander, Micke Schultz
Released November 2009

Credits & Description

Category: Flat Mailing
Advertiser: GOTHENBURG HOMELESS AID
Product/Service: DONATIONS FOR CHILDREN
Agency: GOSS
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: GOSS, Gothenburg, SWEDEN
Art Director: Gunnar Skarland (GOSS)
Art Director: Jan Eneroth (GOSS)
Art Director: Mattias Frendberg (GOSS)
Art Director: Mimmi Andersson (GOSS)
Graphic designer: Louise Christiansson (GOSS)
Copywriter: Ulrika Good (GOSS)
Copywriter: Micke Schultz (GOSS)
Planner: Johan Good (GOSS)
Account Director: Fredrik Toreskog (GOSS)
Account Manager: Monica N Persson (GOSS)
Account Manager: Lena Kling (GOSS)
Account Director: Stig Lundstedt (GOSS)
Final art: Lena Björklund-Henriksson (GOSS)
Digital Director: Robert German (GOSS)
Copywriter: Elisabeth Berlander (GOSS)
Media placement: Direct - Postal - 1/12/2010

Describe the brief/objective of the direct campaign.
We wanted to reach out to previous donors and inspire empathy for children with a parent in prison, thereby increasing the likelihood of them donating more.

Explain why the creative execution was relevant to the product or service.
The fact that letters from children to parents in jail are opened and read, is just a small part of a large problem. But it is also a clear and immediate way of communicating an intense emotional suffering. When you achieve this, donations are bound to follow.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We'd previously enjoyed great success through making simple (yet clever) solutions consisting of a letter - and we wanted to keep that approach. Having a letter arrive already opened, taped back shut and stamped by the Department of Corrections, really stands out. Just look at the result.

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.
Our goals were ambitious, since we'd previously managed to break record after record raising money with the simple, yet clever, letters. Still, we surpassed the previous years results by 50%. 13% of the recipients responded with an average donation of 247 SEK.