Majblomman DM FOR A QUARTER OF A MILLION CHILDREN IT´S ELECTION DAY EVERYDAY by Sturm & Drang

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FOR A QUARTER OF A MILLION CHILDREN IT´S ELECTION DAY EVERYDAY

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Direct marketing
Market Sweden
Agency Sturm & Drang
Art Director Bjorn Eklind
Copywriter Olof Gustafsson
Released July 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MAJBLOMMAN
Product/Service: CHILDRENS ORGANISATION
Agency: STURM & DRANG
Date of First Appearance: Jul 1 2010
Entrant Company: STURM & DRANG, Gothenburg, SWEDEN
Copywriter / Account Manager: Joseph Engman (Sturm & Drang)
Art Director: Björn Eklind (Sturm & Drang)
Copywriter: Olof Gustafsson (Sturm & Drang)
Media placement: Mailing - Mailing - 1 Of July 2010

Describe the brief/objective of the direct campaign.
Majblomman is Sweden's largest children's aid organization. They work hard to bring up the issues of child poverty in the politicians' agenda.

Every year politicians gather in the small town Almedalen on Gotland for a week of meetings an seminars.
This year Majblomman organized a seminar on child poverty which highlighted the common child poverty problems Majblomman see in their grant applications. But how to get the politicians to attend?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Last year there was an election year in Sweden. In order to attract the target audience, politicians, we designed the mailing so that it would look like voting slips.

Explain why the creative execution was relevant to the product or service.
While it was an election year, the voting slip was relevant. And the children of poor families also have to face a wide number of difficult choices, or (s)elections.

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.
Two well-attended seminars and increased focus on child poverty issues in parliament.