Intersos DM OPERATION WATER EMERGENCY by Scholz & Friends Rome

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Industry Environmental & Animal Issues
Media Direct marketing
Market Italy
Agency Scholz & Friends Rome
Creative Director Paolo Savignano
Art Director Paco Gonzalez
Copywriter Leonardo Pastacaldi
Client Service Director Patrizia Rossi
Released April 2012

Credits & Description

Category: Flat Mailing
Advertiser: INTERSOS
Chief Executive Officer: Marco Ruggeri (Scholz & Friends Rome)
Client Service Director: Patrizia Rossi (Scholz & Friends Rome)
Creative Director: Paolo Savignano (Scholz & Friends Rome)
Art Supervisor: Robin Elliott (Scholz & Friends Rome)
Account: Silvia Mignogna (Scholz & Friends Rome)
Art Director: Paco Gonzalez (Scholz & Friends Rome)
Copywriter: Leonardo Pastacaldi (Scholz & Friends Rome)
Media placement: Direct mailing - Outdoor - 15/04/2012

Describe the brief/objective of the direct campaign.
We determined that the main difference was that they focus on those who are most vulnerable in disaster stricken areas. The strategy of the campaign was based on the idea that ‘We are all vulnerable’: the concrete difference between the rich and the poor being the gravity of the problems faced.
Therefore we tried to build a sympathetic relationship between those that should give and those that should receive aid. The target audience are all those who are sensitive to the plight of those in need.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to deliver a mock water suspension notice, announcing, in an authentic manner, the imminent interruption of the water supply, adding that the service would resume in a few months’ time.
Our desire outcome was to make our target audience feel the same way as the people suffering from drought in Somalia and Sudan, even if just for a moment. Given the severity of the problem we projected that the response would be great.

Explain why the creative execution was relevant to the product or service.
Giving people a direct experience of what it might feel like to suffer from drought, we demonstrated the need for Intersos’ work. All this was done with a very low budget.

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 campaign began in mid-April and the response is still pouring in. We don’t have any figures yet, but given the initial reaction our predictions are extremely positive.