Fundacion Neotropica DM THE ONE FLYER CAMPAIGN by J. Walter Thompson San Jose

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THE ONE FLYER CAMPAIGN

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Costa Rica
Agency J. Walter Thompson San Jose
Creative Director Christian Caldwell
Creative Jorge Carrera, Pablo Castillo
Designer Andres Pulido
Released July 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: NEOTROPICA FOUNDATION
Product/Service: INSTITUTIONAL
Agency: JWT COSTA RICA
Date of First Appearance: Jul 20 2010
Entrant Company: JWT COSTA RICA, San José, COSTA RICA
Creative Director: Christian Caldwell (JWT)
Executive: Karolina Vilchez (JWT)
Creative: Pablo Castillo (JWT)
Designer: Andres Pulido (JWT)
Creative: Jorge Carrera (JWT)
Planner: Ricardo Quesada (JWT)
Media placement: Direct Marketing - Companys - 1 july 2011

Describe the brief/objective of the direct campaign.
The Neotrópica Foundation is one of the biggest and most important environmental organizations in Costa Rica; a country that, although its size, is considered one of the 25 greenest countries in the world, representing 4% of the world's biodiversity.

In the last years, one of the major concerns the Foundation had, was that big companies kept using huge amounts of paper for internal or massive communication, even though the studies demonstrate that 30% of these materials end up being an unjustified paper waste.

The strategy of the campaign was to engage the companies into using paper in a more rational manner, reducing this unnecessary expense.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The organization launched a direct marketing campaign called "A one-flyer campaign".

For this campaign a single flyer was printed on recycled paper, after this the digital file was erased so that it could only be printed once.

The flyer began to travel visiting companies and the media, which kept the flyer on their possession for several days.

Behind the flyer, and also on the website, the campaign was explained by opinion leaders, which invited the companies to sign and agreement to assist a free seminary to learn how to reduce your paper expenses in about 30%.

We first visited 20 companies, then the flyer became popular appearing on communication channels, so the number of companies requesting the flyer was doubled.

Explain why the creative execution was relevant to the product or service.
The best way to give businesses a clear message about using paper in a thoughtful manner definitely was to make a whole campaign with just one flyer.

That's why for this campaign a single flyer was printed on recycled paper, after this the digital file was erased so that it could only be printed once.

Then this flyer began to travel around the country, visiting companies and the media, which kept the flyer on their possession and for people to see for several days each.

We began visiting around 20 companies, but then the flyer became popular after appearing on different communication channels, so the number of companies requesting the flyer was doubled.

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 $2 on paper we reached:

- To have the flyer seen by over 100,000 people.
- Free media coverage.
- Engage over 60 companies, which are - to the day - certified by The Neotropica Foundation as companies that use paper in an adequate and sustainable way.
- The flyer was invited by several universities and became a subject of different talks about business environmental responsibility.

And finally, we proved that it's more important "what you say" and "how you say it" than with "how much paper you say it".