HILFSGEMEINSCHAFT DER BLINDEN UND SEHSCHWÄCHEN ÖSTERREICHS DM XXL MAILING FOR THE VISUALLY IMPAIRED by DraftFCB Vienna

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XXL MAILING FOR THE VISUALLY IMPAIRED

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Executive Creative Director Patrik Partl
Creative Director Florian Schwab, Nicolas Frey
Copywriter Armin Winkler, Natalie Pillwatsch
Released September 2011

Credits & Description

Category: Charities
Advertiser: HILFSGEMEINSCHAFT DER BLINDEN UND SEHSCHWACHEN ÖSTERREICHS
Product/Service: RELIEF ORGANISATION FOR BLIND AND VISUALLY IMPAIRED
Agency: DRAFTFCB PARTNERS
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Director: Patrik Partl (Draftfcb Partners)
Creative Director: Florian Schwab (Draftfcb Partners)
Creative Director: Nicolas Frey (Draftfcb Partners)
Costumer Consultant: Elena Schönberger (Draftfcb Partners)
Costumer Consultant: Michael Mesaric (Draftfcb Partners)
Copywriter: Armin Winkler (Draftfcb Partners)
Copywriter: Natalie Pillwatsch (Draftfcb Partners)
Ad: Nicolas Frey (Draftfcb Partners)
Graphic Design: Doris Lehmann (Draftfcb Partners)
Photographer: (Eisenhut Und Mayer)
Media placement: Mailing - 8,000 Austrian Households. - 8th September 2011

Describe the brief/objective of the direct campaign.
The main objective of this XXL mailing was to increase the donations for the Relief Organization for Austria’s Blind and Visually Impaired. We wanted to reach people who had already donated, possible donors and organisations. The strategy: there are a lot of possibilities to help visually impaired people in their everyday life. But the only one that makes sense is to donate.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent a package of XXL alphabet soup to 8,000 Austrian households. The concept: ‘There are a lot of possibilities to help visually impaired people in their everyday life. But the only one that makes sense is to donate’. The target audience could cook the soup with the oversized alphabet in 3 steps. In the third step there´s a call for donation on the package.

Explain why the creative execution was relevant to the product or service.
We wanted to make a gift for possible donors and send them something they could really use. The XXL soup package is something that attracts attention. Therefore, the message was spread wisely and in an original 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.
A lot of the receivers of the XXL mailing wrote to the organisation and complimented them on the creative idea. The donations increased by 7%.