A PERSONAL LETTER OF EXCLUSION FOR VIPS by Advico Y&R Zurich for Heks

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A PERSONAL LETTER OF EXCLUSION FOR VIPS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Switzerland
Agency Advico Y&R Zurich
Executive Creative Director Dominik Oberwiler
Creative Director Martin Stulz
Art Director Lukas Wietlisbach
Copywriter Julia Brandstätter
Typographer Alexandra Rapeaud, Annik Weber
Released April 2012

Credits & Description

Category: Charities
Advertiser: HEKS HILFSWERK DER EVANGELISCHEN KIRCHEN SCHWEIZ
Product/Service: NGO
Agency: ADVICO Y&R
Chief Creative Officer: Markus Gut (Advico Y&R (Y&R Group Switzerland))
Executive Creative Director: Dominik Oberwiler (Advico Y&R (Y&R Group Switzerland))
Creative Director: Martin Stulz (Advico Y&R (Y&R Group Switzerland))
Art Director: Lukas Wietlisbach (Advico Y&R (Y&R Group Switzerland))
Typographer: Annik Weber (Advico Y&R (Y&R Group Switzerland))
Account Director: Pascal Trütsch (Advico Y/R Ag (Y/R Group Switzerland))
Typographer: Alexandra Rapeaud (Advico Y&R (Y&R Group Switzerland))
Copywriter: Julia Brandstätter (Advico Y&R (Y&R Group Switzerland))
Media placement: Letter - Letter - 01.04.2012

Describe the brief/objective of the direct campaign.
In Zurich many people are excluded from social and economic spheres on account of their background or age. HEKS, a well-known Swiss NGO helps with special integration programmes and is looking for donors with financial clout.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In co-operation with the renowned Swiss Photo Award, the premium target group was directly addressed. They were sent a personal letter that conveyed the bitter feeling of social exclusion. Instead of the expected invitation, some 500 prominent personalities in the advertising, fashion, media, architecture and fine art scenes received a personal letter of exclusion.

Explain why the creative execution was relevant to the product or service.
The idea allowed the target group to experience rejection first-hand.

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 just one mailing, HEKS had become the talk of the evening and as a result recruited over 200 new donors amongst some very influential people.