THE SHOW YOU MUST SEE by Cossette Montreal for FONDATION DE L'INSTITUT NAZARETH ET LOUIS BRAILLE

THE SHOW YOU MUST SEE

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Industry Charities, Foundations, Volunteers, Racial/Ethnic/Handicapped/Minority Awareness
Media Direct marketing
Market Canada
Agency Cossette Montreal
Art Director Antoine Bécotte
Copywriter Richard Villeneuve
Released October 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: FONDATION DE L'INSTITUT NAZARETH ET LOUIS BRAILLE
Product/Service: NON PROFIT ORGANIZATION
Agency: COSSETTE
Date of First Appearance: Nov 1 2010
Entrant Company: COSSETTE , Montreal, CANADA
Entry URL: http://www.youtube.com/watch?v=x12AYwmLXTo
Chief Creative Officer: Antoine Bécotte (Cossette)
Chief Creative Officer: Carlos Garavito (Cossette)
Creation Director: Antoine Bécotte (Cossette)
Art Director: Antoine Bécotte (Cosssette)
Copywriter: Richard Villeneuve (Cossette)
Account Manager: Mélanie Dunn (Cossette)
Account Manager: Joumana Oweida (Cossette)
Account Manager: Violaine Boutin (Cossette)
Agency Producer: Maryse Beauregard (Cossette)
Graphic Designer: Raymond Brisson (Cossette)
Media placement: Direct Mail Piece - DM - 11 October 2010
Media placement: Invitation Email With Video Of One Of The Featured Artists - EM - 12 November 2010

Describe the brief/objective of the direct campaign.
The Fondation de l’Institut Nazareth et Louis-Braille organizes a benefit concert to raise funds to ensure the development of the only specialized rehabilitation centre for people with visual impairments in Québec, Canada. Our mandate was to develop a campaign to promote the 8th edition of the The Show You Must See benefit concert. Funds were to be raised by means of concert ticket sales and sponsorships. As we were addressing former FINLB donors, as well as its board of directors’ contacts, the strategy was to adopt a very personalized approach, which would make us stand out from other solicitation campaigns.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to ask our target to test their own ability to see things from another perspective, by having them interact with a personalized mailing that could be read when held at a particular angle. Secondly, an email with an invitation from the show’s director giving access to a personalized video sneak peek of the The concert. In this video, the director of the show engaged the addressees by name, before presenting a musician, who would be performing on stage at the event. The video’s atmosphere and unique 3D animation tugged at the heartstrings of the people targeted.

Explain why the creative execution was relevant to the product or service.
The strength of the creative idea: make the target understand how privileged they are to have full use of their sight. In the mail-out, each person had to look at the envelope from a particular angle to be able to see the message; with the video, each person received a never-before-seen sneak peek of the show in question. Furthermore, by personally addressing each person, the closeness of the Foundation with its donors, collaborators and professional contacts was reinforced.

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 latter generated above industry-average open and net click-thru rates at 42% and 49% respectively; the highest that the FINLB has seen. The total fundraising objective was set at $112K from the campaign and other tactics employed directly by the FINLB. The campaign itself ended up generating close to $100K by itself.