NO ADDRESS NO IDENTITY by McCann Oslo for Norwegian Peoples Aid

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NO ADDRESS NO IDENTITY

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Håvard Wibye Nærdal, Anna Enge
Copywriter Kari Breidal
Released November 2010

Credits & Description

Category: Flat Mailing
Advertiser: NORWEGIAN PEOPLES AID
Product/Service: CHARITY
Agency: McCANN NORWAY
Date of First Appearance: Dec 1 2010
Entrant Company: McCANN NORWAY, Oslo, NORWAY
Art Director: Anna Enge (Mccann)
Art Director: Håvard Wibye Nærdal (Mccann)
Copywriter: Kari Breidal (Mccann)
Art Director Assistant: Katrhrine Slapgård (Mccann)
Project Manager: Line Friberg (Mccann)
Account Manager: Thomas deVries (Mccann)
Media placement: Direct Marketing - Flat Mailing - 01.12.2010

Describe the brief/objective of the direct campaign.
Our brief was to help Norwegian People's Aid to raise money to help the refugees on the Gaza strip. The target audience was Norwegian People's Aid existing customers. With a small budget our strategy was to write a simple letter that visualized the hopelessness in being homeless; not having an address.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our DM only consists of an envelope, a letter with payment details and a small folder.
With the simple help of the recipient´s own address on the envelope, we wanted to visualize that what we take as granted here - is not possible for the Palestinians in Gaza. Your address is an important part of your identity - and it means safety. The text on the envelope referring to the recipient´s own address drew parallels regarding this:
“An address” This is what Palestinian refugees wish for more than anything else.

Explain why the creative execution was relevant to the product or service.
The special and distinct factor in this simple DM - an address and a home - is what is totally missing for the Palestinians on the Gaza strip.

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 result was 3 times the normal ratio on comparable DM campaigns for NPAid. The mailing was sent to 12.500 recipients and gave an impressive 20,57 % increase in sponsor payments. We raised more than USD 152,000 for the homeless Palestinians with our DM.