ONE-SLEEVED CHILDREN’S T-SHIRT by McCann Oslo for Norwegian Peoples Aid

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Norway
Agency McCann Oslo
Art Director Håvard Wibye Nærdahl
Copywriter Morten Berger Karlsen
Released November 2009

Credits & Description

Category: Dimensional Mailing
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: McCANN OSLO, NORWAY
Art Director: Håvard Wibye Nærdahl (McCann Worldgroup)
Copywriter: Morten Berger Karlsen (McCann Worldgroup)
Account Manager: Line Friberg (McCann Worldgroup)
Account Director: Thomas de Vries (McCann Worldgroup)
Art Director Assistant: Kathrine Slapgård (McCann Worldgroup)
Art Director Assistant: Anne Hildremyr (McCann Worldgroup)
Media placement: Direct mail - Mail - December 2009

Describe the brief/objective of the direct campaign.
The target audience for this Direct Mailing was new customers with no prior relationship to Norwegian People’s Aid. The strategy of this campaign was to dramatically and, therefore efficiently, open the eyes of the Norwegian Business decision makers. The DM Door Opener was needed in order to make the receivers accept our call for a meeting to negotiate their level of donation. The Norwegian People’s Aid (NPAid) has a small marketing department so our agency’s mission was to create a Door Opener DM on a small scale, enabling them to easily print personalised letters and send one by one to selected businesses and follow up with TM to book meetings.

Explain why the creative execution was relevant to the product or service.

Many aid organisations have used pictures of suffering or disabled children to attract donations to their cause. Our experience is that the public finds these means – however strong and relevant – too offensive. They’ve seen it before and it is so strong they want to keep distance. So they shut it out. The T-shirt is a fresh way of showing what unexploded munitions do to children, using the power of the recipients imagination rather than showing a realistic image to evoke the strong feelings need to create a will to help. NPAid is among the world’s leading organisations for clearing mines and cluster bombs, so the message of the T-shirt DM fits their purpose perfectly.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Modern war devastates civilian populations, even generations after the end of the primary conflict. Children pick up cluster bomblets because they look like they'd be fun to play with, causing crippling injuries and death. A size 5yrs T-shirt - one arm missing – is providing food for thought to the recipients of this DM. A short but clear message and an easy answer to how this absurdity can be helped, seemed just the right remedy to make the receivers accept our call.

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.
This is an ongoing activity and NPAid will not be able to conclude the results of the campaign until we have distributed all of the 100 produced t-shirts. NPAid’s comment on the results: We have never experienced the same attention and willingness to listen to us when we call to book meetings. The DM + call/meeting ratio is very good compared to earlier campaigns. 60 t-shirts and calls and 10 meetings! This is 4-5 times better than earlier campaigns! The T-shirt also increased the awareness of our work with all the receivers of the DM. We also sent some t-shirts to some of our existing customers/donors in order to thank them for their continuous support!