Dusseldorfer Tafel DM 2 EURO FOR A SQUARE MEAL by Ogilvy & Mather Duesseldorf

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Industry Public awareness, Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Duesseldorf
Copywriter Joern Lepper
Released January 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: FOOD CHARITY
Date of First Appearance: Jan 27 2010 12:00AM
Entrant Company: OGILVY & MATHER, Düsseldorf, GERMANY
Entry URL: http://www.duesseldorfer-tafel.de/
Executive Creative Direction: Rob Bruenig (Ogilvy/Mather)
Creative Direction (Art): Martin Nigl (Ogilvy/Mather)
Creative Direction (Copy): Tobias Schelo (Ogilvy/Mather)
Copywriter: Joern Lepper (Ogilvy/Mather)
Account Manager: Eva Fischer (Ogilvy/Mather)
Media placement: 2 Euro Coins - Outdoor - 27.01.2010
Describe the brief/objective of the direct campaign.
The objective was to raise awareness for the work of the Düsseldorfer Tafel, i.e providing square meals for people too poor to afford them, by showing that even small donations can make a difference.
Explain why the creative execution was relevant to the product or service.
The prepared coins connected the goal of the Düsseldorfer Tafel, that is providing food for those too poor to afford it themselves, with the means by which the Tafel achieves it, that is money. They reconnected abstract currency with the good deeds that can be done with it, thus increasing the relevance of the work of the Düsseldorfer Tafel in the populations mind.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An unusual project solicited donations, because even 2 Euro can be enough for a square meal. Vehicles were regular 2 Euro coins. They were prepared with removable stickers and brought into circulation via retailers in Düsseldorf. The stickers showed different plates full of food and the text 'Euro for a square meal – www.duesseldorfer-tafel.de'The coins were given out as regular change at the cash desks. Cooperating partners were among others the supermarkets of the Metro group, Hinkel bakeries and different retailers in the area. The text on the stickers lead to the web page of the Düsseldorfer Tafel and all the information needed to make a contribution.
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.
Just a few days after the start of the project, visits on the homepage of the Düsseldorfer Tafel increased considerably. Several local and regional newspapers, tv stations and radio stations covered the project. Evaluation of the project is in progress, as the coins are still in circulation.