THE GOODWILL VENDING MACHINE by DraftFCB Sao Paulo for Abrinq Foundation

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Brazil
Agency DraftFCB Sao Paulo
Creative Director Adilson Xavier, Ricardo John, Andre Pallu, Roberto Rezende
Art Director Bruno Brasil
Copywriter David Romanetto
Photographer Felipe Hellmeister
Editor Raphael Enes
Released February 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Feb 3 2010 12:00AM
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Creative Director: Adilson Xavier (Giovanni+DraftFCB)
Creative Director: Ricardo John (Giovanni+DraftFCB)
Head of Art: Benjamin Yung Jr. (Giovanni+DraftFCB)
Art Director: Bruno Brasil (Giovanni+DraftFCB)
Copywriter: David Romanetto (Giovanni+DraftFCB)
Photographer: Felipe Hellmeister
Art Buyer: Tina Castro (Giovanni+DraftFCB)
Image Retouch: Fabio Vido (Giovanni+DraftFCB)
Executive Producer: Edgar Pasotti (Giovanni+DraftFCB)
Executive Producer: Telmo Ursini (Giovanni+DraftFCB)
Account Manager: Tina Castro (Giovanni+DraftFCB)
Editor: Raphael Enes (Giovanni+DraftFCB)
First Camera: Raphael Enes (Giovanni+DraftFCB)
Assistant Editor: Pedro Pinto (Giovanni+DraftFCB)
Second Camera: Pedro Pinto (Giovanni+DraftFCB)
Media placement: Vending Machine - Subway Stations In São Paulo - 03 February 2010

Describe the brief/objective of the direct campaign.
The Abrinq Foundation is an institution that has been working for 20 years to help underprivileged children all over Brazil. With most of its donations coming from the A social class through bank deposits, it was necessary to find a way for Brazilians from the B and C social classes to be able to contribute with smaller amounts. The problem is that traditional methods of direct marketing, such as direct mailing and call centers, are very costly, making fund-raising efforts for this target unfeasible. So the question was: how to raise donations from the B and C social classes at a moment when everybody seems indifferent to people who live on the streets?

Explain why the creative execution was relevant to the product or service.
Inside the Goodwill Vending Machine, there was a special shelf simulating a street where cards of small children were displayed. People are asked to donate R$1, R$2 or R$5 in order to help Abrinq Foundation take homeless kids off the streets. After depositing the money in the machine, one of the cards would drop to simulate the sensation of taking a child off the streets. On the back of the card a there was message of thanks for the contribution more information about Abrinq Foundation, and the website for other donations.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The São Paulo subway system transports an average of 3 million people every day, most of them from B and C social classes. What if 1% of them decide to help? Even a little change could become a real change for someone who needs it. With that in mind, we created a new way of getting donations more effectively, rapidly and democratically, one where no e-mails, cold-calling, bank deposits and account numbers are necessary. We created a Goodwill Vending Machine and placed it in subway stations.

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 a week, the Goodwill Vending Machines had raised more than had been forecast for 30 days; - 11.2 % of people that bought books also made donations, a much greater return rate than the last directing mailing campaign (0.8%); - Dozens of counties have shown interest in installing Goodwill Vending Machines in their towns; - And the Abrinq Foundation had become a talking point in Brazil and the world; - All of this increased visits to the website by 16%, and increased fund-raising through this channel by 7%.