DUTCH FUND FOR VICTIMS DM REMINDER by Publicis Amsterdam

REMINDER

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Netherlands
Agency Publicis Amsterdam
Creative Director Jeroen Van Zwam
Art Director Paul Wagemaker
Copywriter Marcel Hartog, Arnout Robbe
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: DUTCH FUND FOR VICTIMS
Product/Service: DONATIONS APPEAL
Agency: PUBLICIS
Date of First Appearance: Dec 23 2010
Entrant Company: PUBLICIS, Amsterdam, THE NETHERLANDS
Creative Director: Marcel Hartog (Publicis)
Creative Director: Jeroen van Zwam (Publicis)
Art Director: Paul Wagemaker (Publicis)
Artdirector: Jeroen van Zwam (Publicis)
Copywriter: Arnout Robbe (Publicis)
Copywriter: Marcel Hartog (Publicis)
Media placement: Print, - Direct Mail - 23-12-2010

Describe the brief/objective of the direct campaign.
Fundraising for Victim Support Fund

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A reminder letter with attached debit authorisation form.

Explain why the creative execution was relevant to the product or service.
A financial reminder letter can be painful, but hardly as painful as the traumatic reminders haunting victims of robbery, violence or sexual assaults.
People forget this and forget to donate to the Victim Support Fund.
So we sent them this reminder with attached debit authorisation form.

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.
A first run of 5,000 mailings at the end of 2010, results above average so far.