Maori Television DM TAMARIKI ORA by M&C Saatchi Auckland

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TAMARIKI ORA

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market New Zealand
Agency M&C Saatchi Auckland
Executive Creative Director Dave King
Art Director James Bowman
Copywriter Nicci Doak
Released June 2010

Awards

Caples Awards 2010
Direct Mail & Print Direct mail dimensional, over $5 Bronze

Credits & Description

Category: Dimensional Mailing
Advertiser: MAORI TELEVISION
Product/Service: BROADCAST
Agency: M&C SAATCHI
Date of First Appearance: Jun 21 2010
Entrant Company: M&C SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Dave King (M&C Saatchi)
Account Director: Jo Harwood (M&C Saatchi)
Copywriter: Nicci Doak (M&C Saatchi)
Art Director: James Bowman (M&C Saatchi)
Media placement: Direct Mail Pack - Delivered To 30 Social Influencers - 25 June 2010
Describe the brief/objective of the direct campaign.
Our target audience was social influencers in the New Zealand media.
The strategy was to confront them with the shocking truth about child abuse in New Zealand, then get them to spread the world about our client’s TV programme, which provided solutions for the issue.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent them a box of 75 tiny hospital bracelets. The number of babies who were hospitalised last year as a result of child abuse. We told them we wished we’d run the show a year earlier, because if we had, the statistics may have been reduced. We explained what Maori Television were doing and the role the influencers could play in getting the message across to families who should watch the show.
We hoped to save at least one child’s life.
Explain why the creative execution was relevant to the product or service.
75 tiny hospital bracelets is a sobering gift. The creative needed to be original, impactful, yet deferential too. This reflected the programme itself, which pushed the boundaries by addressing a difficult issue, but did so in a respectful manner.
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.
• As a result we received active support from 27 of the 30 influencers contacted.
• We received major coverage in every major newspaper, and all radio stations (bar one) leading up to the airing of the show, most recommending it as the ‘must watch show of the week’.
• Over 42 hours of radio talk-back discussion.
• The show itself received double the average viewership.
• Although we’ll never know for sure, it may even have saved a child’s life.