ONE IS MORE THAN ONE by Ogilvy & Mather Mexico for Hospital San Jose

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ONE IS MORE THAN ONE

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Industry Organ Donation
Media Direct marketing
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Manuel Vega
Released March 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HOSPITAL SAN JOSÉ
Product/Service: ORGAN & TISSUE DONATION
Agency: OGILVY MEXICO
Date of First Appearance: Mar 28 2010 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO
Vice President & Creative Services Director: José Montalvo (Ogilvy & Mather)
General Creative Director: Miguel Angel Ruiz (Ogilvy & Mather)
Creative Director: Manuel Vega (Ogilvy & Mather)
Copywriter and Art director: Luis Mata (Ogilvy & Mather)
Media placement: Direct Mail - San Jose's Hospital database - February 2010

Describe the brief/objective of the direct campaign.
The newly founded San Jose's Multiorganic Donation Centre increased its callings by 12% by the end of the implementation of the campaign. These calls were made basically made by San Jose's existing patients and clients, which were the primary objective on the first step of the campaign. The strategy was to make the point that one life is more than just one life.

Explain why the creative execution was relevant to the product or service.
The strength of the idea lies on the simple yet original resource.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to demonstrate visually, that one life is more than just one life, making the point with an interactive experience. A postcard combined with special lenses, made the effect that what looked like just one person, actually was two people. With the lenses on, people had to close one eye and then the other while watching the postcard, so they could see this effect.

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 newly founded Multiorganic Centre increased its callings by 12% by the end of the implementation of the campaign.