MIRROR by Salem for Ngo

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MIRROR

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Salem
Art Director Flavio Takahashi
Released January 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: DOCTORS OF HAPPINESS
Product/Service: ENTERTAINMENT FOR HOSPITALISED CHILDREN
Agency: SALEM
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Mirror Producer: Raphael Nelli (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
Marketing Manager: Tatiana Ramos (Doctors of Happiness)
Media placement: Dimensional Mailing - Direct Mail - 18 January 2010

Describe the brief/objective of the direct campaign.
Doctors of Happiness is an NGO Project to take joy to hospitalised children by visits from professional clowns. Over half a million visits have already been made under the project. Clowns work in pairs visiting children one-on-one at their bedside twice a week for about 6 hours a day, 48 weeks a year, at no cost to hospitals or patients. The objective of the campaign was to secure new monthly donors to the project. The target audience was executives age 30 to 45, married, with young children, who would be more sensitive to the cause of the Doctors of Happiness.

Explain why the creative execution was relevant to the product or service.
The originality of the idea is directly related to its simplicity. The best way of sensitising the target audience to donate and become a partner of the project was to make it feel like a member of the Doctors of Happiness team, that is, like a clown. The idea was pertinent to the institution and exclusive to the team’s work because they turn into clowns every day to make hospitalised children smile. The piece did not cost much to execute and had the support of suppliers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative work was based on a very simple idea. Working from the concept of 'You can also make a child smile,' the target audience was sent a mirror with clown’s makeup printed on it. When looking into the mirror, the person saw his face perfectly framed in the painting; that is, he saw himself made up as clown. As such, he could identify with the work done by the Doctors of Happiness team. Written on the back of the mirror was all the information needed to make the donation.

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.
Factoring in the support by suppliers to execute the campaign, the total campaign investment was USD 1,285.00 for a quantity of 500 pieces, that is, USD 2.57 per impact. Of the executives who received the material, 80 became monthly donors, yielding a 16% return rate. The average amount of each monthly donation was USD 25.00, that is, the revenue generated for the first year was USD 24,000.00. The return on investments was exceptional: 94.65%, or a return of USD 94.65 for each dollar invested.