HOW MUCH FOR HOW MUCH? by DraftFCB New York for City Harvest

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HOW MUCH FOR HOW MUCH?

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency DraftFCB New York
Executive Creative Director Keith Loell
Art Director Todd Eisner
Copywriter Greg Wikoff
Released October 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: CITY HARVEST
Product/Service: FOOD RESCUE ORGANISATION
Agency: DRAFTFCB
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: DRAFTFCB, New York, USA
Executive Creative Director: Keith Loell (Draftfcb)
Art Director: Todd Eisner (Draftfcb)
Copywriter: Greg Wikoff (Draftfcb)
Media placement: Newspaper ads - New York Times - 12 November 2009

Describe the brief/objective of the direct campaign.
Our goal was to encourage New Yorkers to donate online to City Harvest, a non-profit organization that rescues food (which would otherwise be discarded) for the hungry.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To dramatise just how much perfectly good food a small donation could rescue, we filled easily recognisable spaces - a newspaper box, a coin operated laundry and a gumball machine - with the amount of produce an equivalent amount of money could save.

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.
Within two months of launching, online donations increased by 20% and direct mail donations increased by $60,000- both huge improvements over the previous year.