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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Australia
Agency The Monkeys
Director Paola Morabito
Executive Creative Director Scott Nowell, Justin Drape
Creative Director Noah Regan
Art Director Becky Alperstein
Copywriter Henry Kember
Producer Tara Riddell, Susie Douglas
Editor Dan Lee At Karl Marks
Released October 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: CHARITY
Date of First Appearance: Oct 27 2010
Entrant Company: THE MONKEYS, Sydney, AUSTRALIA
Entry URL:
Executive Creative Director: Justin Drape (Three Drunk Monkeys)
Executive Creative Director: Scott Nowell (Three Drunk Monkeys)
Creative Director: Noah Regan (Three Drunk Monkeys)
Art Director: Becky Alperstein (Three Drunk Monkeys)
Copywriter: Henry Kember (Three Drunk Monkeys)
Agency Producer: Helen Willis (Three Drunk Monkeys)
Group Account Director: Carolyn Contois (Three Drunk Monkeys)
Account Director: Jill Large (Three Drunk Monkeys)
Content Manager: Daniel Deutsch (Three Drunk Monkeys)
Director: Paola Morabito (Curious Film)
Executive Producer: Peter Grasse (Curious Film)
Producer: Tara Riddell (Curious Film)
Producer: Susie Douglas (Curious Film)
Editor: Dan Lee (The Editors)
Media placement: TVC - Channel 9 NSW - 17th October 2010
Media placement: Online - YouTube - 17th October 2010

Describe the brief/objective of the direct campaign.
When people think of Guide Dogs, they think of cute labradors. Which is nice, but in a competitive charity marketplace, ‘cute’ wasn’t cutting through.
We needed the public of New South Wales to acknowledge the incredible commitment and effort Guide Dogs make for their owners. But most importantly, we needed them to donate.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To prove how difficult a Guide Dog’s job is, we interviewed ‘real’ people for the role. Needless to say, none of them were willing to offer the same level of commitment required for the job. Point made.
We turned the best footage into a 60” TVC, and the best interviews into web films.

Explain why the creative execution was relevant to the product or service.
In a world where people spend more and more time at their desks, our campaign really struck a chord. We made a poignant comparison to the viewers’ own lives, and got them to donate.
And by removing the ‘cute’ factor, we were able to show Guide Dogs in a totally new way.

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.
Our campaign resulted in a 35% click-through rate; a 29% rise in site visits; and most importantly, a 20% increase in donations on 2009
What’s more, we did it all for $40,000AUD. Production, media, everything.