NOT WELCOME by Gitam BBDO Tel Aviv for Elem

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NOT WELCOME

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Israel
Agency Gitam BBDO Tel Aviv
Creative Director Danny Yaacobowich
Art Director Yuval Davidov
Copywriter Assaf Katz, Orel Bitan
Released December 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: ELEM - YOUTH IN DISTRESS IN ISRAEL
Product/Service: FUNDRAISING INITIATIVE
Agency: GITAM BBDO
Date of First Appearance: Dec 28 2009 12:00AM
Entrant Company: GITAM BBDO, Tel Aviv, ISRAEL
Chief Crative Director: Guy Bar (Gitam BBDO)
Creative Director: Danny Yaacobowich (Gitam BBDO)
Copywriter: Assaf Katz (Gitam BBDO)
Copywriter: Orel Bitan (Gitam BBDO)
Art Director: Yuval Davidov (Gitam BBDO)
Account Supervisior: Adi Erlich (Gitam BBDO)
Account Manager: Efrat Orbach (Gitam BBDO)
Media placement: Ambient Media - Apartment Buildings - 28.12.2009

Describe the brief/objective of the direct campaign.
More than 300,000 adolescents in Israel are vulnerable to a variety of risk situations, trauma and distress, a lot of them don’t even have a home to come back to. ELEM (Youth In Distress In Israel) is the largest organisation in Israel which helps them. Our goal was to increase awareness towards donation day by createing an unusual activity, simultaneously to the traditional campaign.

Explain why the creative execution was relevant to the product or service.

We searched for a solution which will encounter the donors at the place where the emotional manipulation is the strongest – their homes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We manipulated the icon which most symbolises the entrance to their homes. We manufactured fake doormats with the words 'NOT WELCOME' printed on them. Tens of ELEM volunteers walked the street of Tel Aviv And placed thousands of fake doormats on top of the common ones.

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.
The result? More than 10,000 people were directly exposed to the activity. Moreover, the activity received coverage in dozens of media channels enhancing the exposure to hundreds of thousands of people, who reached in to their pockets and donated for this greater cause.