IGFM THINK INK by Plan.net for Internationale Gesellschaft Fuer Menschenrechte

IGFM THINK INK

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Industry Human Rights
Media Direct marketing
Market Germany
Agency Plan.net
Creative Director Jann Engelken, Harald Gasper, Peter Harasim
Art Director Michael Wilk
Copywriter Christine Graf
Released April 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: INTERNATIONALE GESELLSCHAFT FÜR MENSCHENRECHTE
Product/Service: HUMAN RIGHTS AWARENESS
Agency: PLAN.NET
Date of First Appearance: Apr 20 2011
Entrant Company: PLAN.NET, Hamburg, GERMANY
Entry URL: http://www.facebook.com/pages/Think-Ink/217881414894936?sk=app_160932277300171
Chief Creative Officer: Alexander Schill (Serviceplan)
Creative Director: Jann Engelken (Serviceplan)
Creative Director: Harald Gasper (Serviceplan)
Creative Director: Peter Harasim (Serviceplan)
Copywriter: Christine Graf (Serviceplan)
Art Director: Michael Wilk (Serviceplan)
Media placement: IPhone Application - Website - 28.04.2011

Describe the brief/objective of the direct campaign.
Create an idea to collect more signatures for the fight for more human rights in Iran. Think about reaching people never joining a petition before.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the first digital petition, that collects handwritten signatures – and calculates its value at the same time: the THINK INK application. Our Facebook fans were told the news via direct messages.
Using the app you can sign anywhere and at anytime on your iPhone or iPad. After signing, it directly transforms the signature into a digitally used amount of ink. A quick upload on facebook shows your participation and gives you the chance to check the current level of ink. The more ink we collect, the more the International Society for Human Rights (IGFM) can change the world.

Explain why the creative execution was relevant to the product or service.
The strength of this idea is, that the people can sign anywhere and at anytime. They can share it with friends via e-mail or facebook and collect more and more litres of ink. We also get rid of signing anonymous sheets of paper. Instead we come up with a digital petition, sharing a dynamic result with each given signature,
So, the IGFM has more power to change the world: with every 3.000 millilitres of ink – which means 15,000 signatures – the IGFM creates a petition directly to the government of Iran

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.
It is hard to judge the results right now, because we just launched the THINK INK application. But in the first days we already collected thousands of signatures. Every day there are more fans of the IGFM, posting their signatures on facebook and giving their millilitres of ink for the fight for more human rights in Iran.