first-stop.org DM FIRST-STOP.ORG by DDB California

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FIRST-STOP.ORG

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Industry Website, Environmental & Animal Issues
Media Direct marketing
Market United States
Agency DDB California
Associate Creative Director Lance Vining
Copywriter Jim Bosiljevac, Gregory Lane
Designer Matthieu Brajot
Producer Jessica Manning
Editor Carl Cordova
Released January 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: FIRST-STOP
Product/Service: WEBSITE
Agency: DDB SAN FRANCISCO
Date of First Appearance: Jan 18 2011
Entrant Company: DDB SAN FRANCISCO, USA
Entry URL: http://www.first-stop.org/
Chief Creative Officer: Lisa Bennett (DDB)
Associate Creative Director: Lance Vining (DDB)
Art Director / Director: Lance Vining (DDB)
Art Director / Director: Matthieu Brajot (DDB)
Designer: Matthieu Brajot (DDB)
Developer: Chrissy Bishop (Tribal DDB)
Copywriter: Gregory Lane
Copywriter: Jim Bosiljevac (DDB)
Senior Producer: Rob Lee (DDB)
Producer: Jessica Manning (DDB)
Account Manager: Sarah Brooke (First-Stop)
Editor / Sound Design / Audio Mix: (BEAST)
Editor: Carl Cordova
Sound Designer: Laura Marie Totten
Media placement: Online Video - Vimeo, YouTube, Website - 19 January 2011
Media placement: Website - First-Stop.org - 24 January 2011
Media placement: Facebook - facebook.com/firststoporg - 25 January 2011
Media placement: Sticker Sheet - Advertising Agencies - 31 January 2011

Describe the brief/objective of the direct campaign.
Every day, the mailboxes of advertising creatives around the world are flooded with paper promos from photographers and illustrators. That's an enormous waste of trees.

Our objective was to change this wasteful behavior. Because we are the audience for these paper mailings, we are partly responsible. But we also knew we couldn’t just ask the artists to stop promoting their work. We needed to create an alternative, then persuade these photographers and illustrators to shift from the wasteful medium of paper promos to a tree-friendly digital platform. In doing so, we could save thousands of trees every year.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our digital alternative to paper promos is First-Stop.org. A completely free, online showcase where photographers and illustrators can promote their work directly to advertising creatives. When artists register, they pledge to reduce their use of paper promos.

To promote First-Stop.org, we turned the notion of direct mail on its head. Agency creatives around the world were provided with a sheet of 39 stickers that could be affixed to the paper promos and mailed back to the artists, encouraging them to use First-Stop.org instead. Artists who had sent out direct mailers received a response—just a different one than they had expected.

Explain why the creative execution was relevant to the product or service.
First-stop.org isn’t a promotion for a brand or product—it is a brand and a product. A product created to promote good. An alternative, tree-friendly way for artists to directly reach their target. First-Stop is a brand that stands for re-thinking the way our industry does promotion to make a positive difference in the world.

Most importantly, First-Stop.org uses the same direct channels that artists were using to reach advertising creatives, only it uses them in reverse. By redirecting the artists’ direct mail pieces, creatives could send a polite, but clear message—there is a better way to promote your work.

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.
With an advertising budget of less than $2000, between 1/25/2011 and 4/15/2011, we generated the following results:
• Over 600 of the industry’s leading artists have registered and agreed to reduce the amount of paper promos they send out.
• Over 30,000 visitors
• Over 11,000 unique visitors
• Active conversations about First-Stop.org on blogs and social media
• An estimated 1400+ kg of paper saved (calculation based on number of images viewed x average weight of a paper promo)