REFUGEE AD by Goss for Gothenburg Homeless Aid

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REFUGEE AD

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Sweden
Agency Goss
Art Director Gunnar Skarland, Mimmi Andersson, Jan Eneroth, Mattias Frendberg
Copywriter Michael Schultz, Ulrika Good, Elisabeth Berlander
Released December 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: GOTHENBURG HOMELESS AID
Product/Service: CHARITY
Agency: GOSS
Date of First Appearance: Mar 28 2011
Entrant Company: GOSS, Gothenburg, SWEDEN
Art Director: Gunnar Skarland (GOSS)
Copywriter: Ulrika Good (GOSS)
Art Director: Mimmi Andersson (GOSS)
Copywriter: Elisabeth Berlander (GOSS)
Art Director: Mattias Frendberg (GOSS)
Copywriter: Michael Schultz (GOSS)
Art Director: Jan Eneroth (GOSS)
Planner: Johan Good (GOSS)
Graphic Designer: Louise Christiansson (GOSS)
Account Manager: Monica N Persson (GOSS)
Account Manager: Lena Kling (GOSS)
Account Director: Stig Lundstedt (GOSS)
Account Director: Fredrik Toreskog (GOSS)
Final Art: Lena Björklund Henriksson (GOSS)
Final Art: Elin Andreasson (GOSS)
Economy: Lena Ekdahl (GOSS)
Media placement: Print - Several Different Places In The Paper - 28th Of March

Describe the brief/objective of the direct campaign.
Gothenburg Homeless Aid have spent years making their efforts known through the media. This year, the main focus was on children of refugees in Gothenburg. The primary aim of the campaign was to promote awareness of said situation, while collecting as much money as previous years.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Children of refugees have been on the road for many years. Even after arriving in Sweden, it can take a very long time to find a permanent residence, and families often find themselves forced to keep moving around, from one place to the next.

This is illustrated in the very execution of the campaign. Every unit has literally been on the move: ads have been moved from space to space in the newspapers, banners have been moved from site to site, and the direct mails seem to have been forwarded time and again before finally being delivered to the recipient.

Explain why the creative execution was relevant to the product or service.
One of the biggest problems for children of refugees coming to Sweden is that they are forced to move around. We wanted the reader to experience the sensation of being uprooted and redirected, without knowing where he or she would end up.

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 three month campaign raised 2,566,129 SEK. This is to be compared to the precious year’s campaign that netted 2,496,148 SEK. Despite the new message, the campaign surpassed the old record.