THE POWER OF ONE RINGGIT by Leo Burnett Kuala Lumpur for ING

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THE POWER OF ONE RINGGIT

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Industry Insurance
Media Direct marketing
Market Malaysia
Agency Leo Burnett Kuala Lumpur
Executive Creative Director Tan Kien Eng
Art Director Koh Siok Yee
Illustrator Edwin Tang
Released November 2009

Credits & Description

Category: Flat Mailing
Advertiser: ING INSURANCE BERHAD
Product/Service: CLEFT LIP AND PALATE CSR
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: Nov 21 2009 12:00AM
Entrant Company: LEO BURNETT/ARC WORLDWIDE MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Creative Director: Tan Kien Eng (Leo Burnett / Arc Worldwide)
Creative Director / Art Director: Theresa Tsang (Leo Burnett / Arc Worldwide)
Creative Director / Copywriter: Valerie Chen (Leo Burnett / Arc Worldwide)
Art Director: Koh Siok Yee (Leo Burnett / Arc Worldwide)
Senior Copywriter: Gauri Dalvi (Leo Burnett / Arc Worldwide)
Production Manager: Ong Chee Hin (Leo Burnett / Arc Worldwide)
Production Manager: Liew Kam Yong (Leo Burnett / Arc Worldwide)
Studio Manager: Fok Soop Chin (Leo Burnett / Arc Worldwide)
Brand Director: Shukri Jai (Leo Burnett / Arc Worldwide)
Brand Manager: Fitrina Tutyzaini (Leo Burnett / Arc Worldwide)
Illustrator: Edwin Tang (N/A)
Media placement: Direct Mail - Direct Mail - 21 November 2009

Describe the brief/objective of the direct campaign.
ING started a movement of bringing back the smiles of children born with a cleft lip and palate by getting people to sign up online. For every sign-up, ING promised to donate RM1 (Malaysian) to CLAPAM for corrective surgery. To spread the word among its valued customers and corporate associates, ING organised a screening of a documentary called ‘Smile Pinki’  a story of a girl born with a cleft lip and palate, who now flaunts her beautiful smile. The task was to get ING’s valued supporters to attend this screening and join the movement.

Explain why the creative execution was relevant to the product or service.
The idea of using a simple folding technique on a Malaysian Ringgit note to demonstrate how easy it was to make a child smile worked well to convince the target how a similarly simple act of donating one Ringgit can already start to give a child back a smile through corrective surgery.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
ING sent out an invite in the form of a one Malaysian Ringgit note - only this one had a little girl’s face on it. The note was designed in such a way that the recipient was encouraged to interact with it to make the little girl smile. The message: One Ringgit is all it takes to bring back her smile, so please join the Spread the Smile movement. Instructions were given on the note, along with the documentary screening details and the call to sign up for the Spread the Smile Movement.

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.
43% out of 644 invitees confirmed their attendance at the screening. But the actual turn-out was an overwhelming 509 guests, as most of the invitees had chosen to spread the word to their friends and associates. More importantly, while the final tally of members who signed up for the movement peaked at 41,800 members, an impressive feat in itself, ING Insurance was generous enough to double the donation amount to RM100,000. Bringing a big smile to CLAPAM and especially to the children with cleft lips.