Legambiente Onlus DM CALENDAR by Euro Rscg Milan

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Industry Environmental & Animal Issues
Media Direct marketing
Market Italy
Agency Euro Rscg Milan
Creative Director Erick Loi, Dario Villa, Giovanni Porro
Art Director Diego Campana - Luca Ghilino
Copywriter Michele Picci Publicis Italy
Released December 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Date of First Appearance: Dec 20 2009 12:00AM
Executive Creative Director: Giovanni Porro (Euro Rscg Milano)
Creative Director: Erick Loi (Euro Rscg Milano)
Creative Director: Dario Villa (Euro Rscg Milano)
Art Director: Luca Ghilino (Euro Rscg Milano)
Copywriter: Michele Picci (Euro Rscg Milano)
Photographer: (LSD)
Media placement: Direct Mailing - Street - 20 Dicembre 2009

Describe the brief/objective of the direct campaign.
To celebrate its 30th anniversary, which fell at Christmas time, Legambiente (the most important Italian environmental association) wanted to remind people about the urgency of environmental issues with a gift. It needed to be memorable and to drive more traffic to the Legambiente website for more information on how individuals and corporations can implement or participate in environmental programmes.

Explain why the creative execution was relevant to the product or service.
We thought about the most common gift that we throw away every year all over the world. The answer was: calendar. After that, the question came: is it possible to recycle a calendar? Of course it was. Every 28 years. So we collected a number of 1982 calendars and stamped them 2010.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
One of the main obstacle faced when talking about recycling or enviromental issues is giving people a concrete, and not just philosophical, message. This campaign communicated a simple and effective message with a "one to one" approach that helped the recipients to BE AWARE that each of them could concretely and definitively do something helpful for his own environment. Giving a calendar as gift and showing how it was immediately connected to the recycling problem, called each single person to action, in a very fast and simple way. This was also consistent with the Legambiente that always look for a pro-active engagement of the people.

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.
Approximately 500 calendars were sent out. The recipients indicated that they thought the calendar was clever, practical, and useful. The client received many requests for other calendars and so we created a special insert on January magazines with a 1982 calendar. A copy text asked to the people to remove it and hang on their wall. Website hits increased by approximately 400% during the two months after the mailers were delivered. During a telephone survey, many corporations indicated that they would like more information how they could implement recycling programmes in their offices.