BLACK by Cossette Montreal for INISTITUT NAZARETH LOUIS BRAILLE

BLACK

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Canada
Agency Cossette Montreal
Creative Director Thomas Nelligan
Art Director Jean-Marie Bédard
Copywriter Richard Villeneuve
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: INISTITUT NAZARETH LOUIS BRAILLE
Product/Service: NON-PROFIT CHARITY
Agency: COSSETTE
Date of First Appearance: Oct 9 2009 12:00AM
Entrant Company: COSSETTE, Montréal, CANADA
Creative Director: Thomas Nelligan (Cossette)
Copywriter: Richard Villeneuve (Cossette)
Art Director: Jean-Marie Bédard (Cossette)
Account Services: Rachelle Claveau (Cossette)
Media placement: Flat Mailing - Mail - 09-Oct

Describe the brief/objective of the direct campaign.
A recession and a drop in donations created a market saturated with fundraising. Our challenge was to retain Institut Nazareth & Louis-Braille’s number of donors during the holidays when more mainstream non-profit organizations are top-of-mind.

Explain why the creative execution was relevant to the product or service.
The non-standard size, entirely black envelope is very intriguing and definitely had a major impact on the open rate of the mailing piece. When opening the envelope, the client would notice a completely black leaflet with the only text being, "Hold up to the light". When the black leaflet was put up to a light source, the words, "Help us escape the darkness" would appear like magic. The advert was surprising and extremely engaging. The letter that completed the mailing piece provided more details on "why" and "how" people could help support the Foundation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to get the attention of existing donors by letting them experience what it’s like to have a visual impairment. Our advert distinguished itself with a slick black envelope and a simple, inexpensive print/fold mechanism with innovative reveal.

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.
Not only did our campaign retain its donors, it increased contributions by 20%, an impressive rate for a fundraising campaign under any circumstances.