Fundacion Clinica Shaio DM A BATTERY FOR THE HEART by J. Walter Thompson Bogota

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A BATTERY FOR THE HEART

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Direct marketing
Market Colombia
Agency J. Walter Thompson Bogota
Creative Director Jaime Arturo Perea Chacon
Art Director Nicolas Acosta, Camilo Cañizares
Copywriter Alejandro Cortes
Released December 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: FUNDACION CLINICA SHAIO
Product/Service: HEART FOUNDATION
Agency: JWT COLOMBIA
Date of First Appearance: Dec 18 2010
Entrant Company: JWT COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Rodrigo Torres (JWT)
Creative Director: Jaime Perea (JWT)
Copywriter: Alejandro Cortes (JWT)
Art Director: Nicolas Acosta (JWT)
Art Director: Camilo Cañizares (JWT)
Media placement: DIRECT - DIRECT MAILING - 18 DECEMBER 2010

Describe the brief/objective of the direct campaign.
Fundación Clínica Shaio helps underprivileged children with severe heart conditions to get a treatment that will give them the chance to live beyond their current life expectations. These are usually complex, expensive surgeries and treatments. To accomplish this, the hospital needs not only individual donations, but also those donations that only big companies can make.
The task was to create a direct mail, targeting the CEO’s of 10 of the biggest companies in the country, to get an appointment with them to talk about the possibility of a donation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The invitation suggested the CEO's to buy the battery attached for the price they considered fair, as a donation. When correctly put in place, the battery lit the heart from the child in the picture, as a symbol of how it would help the heart of the real child. After that interaction, we could tell them that one of our advisers would visit them soon to talk about a donation.

Explain why the creative execution was relevant to the product or service.
By creating an interactive piece for this particular case, the persuasion isn't made directly by us, but it is discovered by the CEO in the moment he decides to take action. After putting the battery in its place and see how the heart works, we are bringing him closer to the idea that him as a donor and us a hospital, can make repair the hearts of many children. That shared experience is very appropriate to strengthen the charitable image of the hospital.

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.
- 10 pieces sent.
- 10 appointments with 10 CEO’s and/or general managers.
- 10 companies made significant donations in just one week.
- An investment of less than U$400, made possible treatments and surgeries for the kids worth thousands of dollars.