GROIN PROTECTION by Ogilvy Copenhagen for EUROPEAN SPERM BANK

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GROIN PROTECTION

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Industry Hospitals, Healthcare facilities & Medical Services, Public awareness
Media Direct marketing
Market Denmark
Agency Ogilvy Copenhagen
Art Director Claus Collstrup
Copywriter Mikkel Elung-Jensen
Account Supervisor Rasmus Mikkelsen
Released September 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: EUROPEAN SPERM BANK
Product/Service: DONOR RECRUITMENT
Agency: OGILVY & MATHER
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: OGILVY & MATHER , Copenhagen, DENMARK
Copywriter: Mikkel Elung (Ogilvy & Mather)
Art Director: Claus Collstrup (Ogilvy & Mather)
Account Supervisor: Rasmus Mikkelsen (Ogilvy & Mather)
Media placement: Sticker And Blister Pack - Bikes - 01/09-2009

Describe the brief/objective of the direct campaign.
The European Sperm Bank needed new donors to cover an increasing demand for quality sperm. The strategy was to meet the target group of young men on their favourite means of transportation - the bike - in front of colleges where most of them come every day. Since it's easy to tell the difference between bikes for men and women, we could almost target with 100% accuracy the right group of people.

Explain why the creative execution was relevant to the product or service.
The target group of young men are usually students in one way or another. They don’t have a lot of money and are looking for easy ways to increase their income. Being a sperm donor is reasonably profitable and doesn’t take a lot of time (depending on how good the donor is with his right hand). By telling them about the European Sperm Bank in a non conservative way, we remove the barrier that some might have about even thinking about being a donor. With a blister pack and a sticker we did just that.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

With a minimal budget we had to come up with a simple and cheap solution that would still be strong enough to make the taget group act. By investing 400 Euros for stickers European Sperm Bank got the donors they needed.

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.
By investing 400 Euros for stickers European Sperm Bank got the donors they needed.