Greenpeace DM DAVID MAILING by DraftFCB Zurich

Adsarchive » DM » Greenpeace » DAVID MAILING

DAVID MAILING

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Switzerland
Agency DraftFCB Zurich
Executive Creative Director Dennis Lueck
Art Director Frederic Nogier, Christoff Strukamp
Copywriter Maximilian Kortmann, Tizian Walti
Client Service Director Marie-Theres Ott
Released December 2011

Credits & Description

Category: Acquisitions
Advertiser: GREENPEACE SWITZERLAND
Product/Service: GREENPEACE
Agency: DRAFTFCB
Executive Creative Director: Dennis Lueck (Draftfcb)
Copywriter: Tizian Walti (Draftfcb)
Copywriter: Maximilian Kortmann (Draftfcb)
Art Director: Christoff Strukamp (Draftfcb)
Art Director: Frédéric Nogier (Draftfcb)
Client Service Director: Marie-Theres Ott (Draftfcb)
Account Director: Yvonne Friedli (Draftfcb)
Media placement: Direct Mailing - To All Davids In Switzerland - 11 December 2011

Describe the brief/objective of the direct campaign.
Greenpeace launched a 3600 campaign with the motto ‘Become David now’. The goal is to find more Davids joining the battle against the Goliaths of our planet. The objective for this direct mailing was to find a way to directly involve people in the campaign and to turn them into new members – new Davids.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With this mailing, we addressed people with the best qualifications to join Greenpeace: people named David. The mailing was sent to over 14,000 people named David in Switzerland, right on their name day, December 11th.

Explain why the creative execution was relevant to the product or service.
With this mailing, we spoke to people`s hearts. We turned the recipients into our ultimate heroes that defeat the polluters of our planet. With the mailing, we motivated all Davids to ‘Live up to their name’.

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.
From 14,357 mailings we received 3,764 requests for more information. 1,389 (9.67%) recipients joined Greenpeace directly. This low-budget mailing became the most effective recruiting campaign in the history of Greenpeace Switzerland.