HOME FOR THE BLIND by Ruf Lanz for Muehlehalde Home For The Blind Zurich

HOME FOR THE BLIND

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Industry Business equipment & services, Charities, Foundations, Volunteers, Corporate Image
Media Direct marketing
Market Switzerland
Agency Ruf Lanz
Director Patrick Senn
Art Director Grit Wolany, Danielle Lanz
Copywriter Markus Ruf, Torsten Maas
Producer Michael Gloor
Released September 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: MUEHLEHALDE HOME FOR THE BLIND - ZURICH
Product/Service: DONATIONS INITIATIVE
Agency: RUF LANZ
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: RUF LANZ, Zürich, SWITZERLAND
Creative Director: Danielle Lanz (Ruf Lanz/Zurich)
Creative Director: Markus Ruf (Ruf Lanz/Zurich)
Copywriter: Torsten Maas (Ruf Lanz/Zurich)
Copywriter: Markus Ruf (Ruf Lanz/Zurich)
Art Director: Grit Wolany (Ruf Lanz/Zurich)
Art Director: Danielle Lanz (Ruf Lanz/Zurich)
Film Company: Condor Films/Zurich
Producer: Michael Gloor (Condor Films)
Director: Patrick Senn (Condor Films)
Camera: Christian Tanner (Condor Films)
Editing: Igor Patalas
Music: Eriko Kagawa
Sound Design: Peter Braecker
Advertiser's Supervisor: Fatima Heussler
Advertiser's Supervisor: Regula Dejung
Media placement: TV - National TV - 01.09.2009

Describe the brief/objective of the direct campaign.
Please watch the movie. Muehlehalde in Zurich is a home for the blind and handicapped people. The task was to collect desperately needed donations.

Explain why the creative execution was relevant to the product or service.
It is a fact that nowadays more money is donated for animal welfare than for humans in need of financial support. The campaign for the home for the blind has raised a nationwide discussion. Even the Swiss WWF agreed: "Don't let your love of animals make you forget people".

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Lots of money is donated to animals in Switzerland, especially for exotic ones. But there are people closer to home who desperately need financial support as well. For this reason, real residents of the home for the blind in Zurich act like pandas, tigers, eagles and other animals in a TV commercial in order to generate donations for their home.

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.
Numerous newspapers, magazines and TV stations reported the «thought-provoking» donation action and multiplied the advertising effect. More than $ US Dollar 1'250'000.- worth of media coverage. (From a budget of only US Dollar 10'000.-) The amount of donations rose by 64,7%. And that at a time when the overall volume of donations in Switzerland was on the decline due to the economic crisis.