MOTHER'S DAY by Rapp London for NSPCC

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MOTHER'S DAY

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency Rapp London
Art Director John Bjergfelt
Copywriter Andrew Ford
Designer Laetitia Bouffard
Released February 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: NSPCC
Product/Service: CHILDREN'S CHARITY
Agency: RAPP UK
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: RAPP UK, London, UNITED KINGDOM
Entry URL: http://www.digidemo.co.uk/
Art Director: John Bjergfelt (RAPP)
Copywriter: Andrew Ford (RAPP)
Designer: Laetitia Bouffard (RAPP)
Director of Innovation: Gedeon Stol (RAPP)
Marketing Solutions: Ben Salmon (RAPP)
Account Manager: Lorraine Gormley (RAPP)
Senior Web Developer: George Cordal (RAPP)
Digital Interactive Designer: Chris Lloyd (RAPP)
Group Digital Strategy Director: Russell Marsh (RAPP)
Junior Strategist: Tim Mannveille (RAPP)
Project Manager: Romain Gemon (RAPP)
: Tanja Hackford (RAPP Media)
Marketing Executive: Becki James (NSPCC)
Direct Marketing Manager: Xavier Guillen (NSPCC)
Senior Fundraiser: Elke Marquart (NSPCC)
Media placement: Microsite - Web - 1st March
Media placement: Banners - Web - 1st March
Media placement: E-Mail - Web - 1st March

Describe the brief/objective of the direct campaign.
In a highly competitive fundraising market, the National Society for the Prevention of Cruelty to Children (NSPCC) relies on innovative ways to engage the public and motivate them to give money to support their work with vulnerable children. Mother’s Day, when mums are celebrated for the love and care they give, is the perfect opportunity to remind people of those children who need the NSPCC to protect them. We needed a campaign that would engage both current NSPCC donors and the wider public on Mother’s Day and encourage them to make a donation to the NSPCC.

Explain why the creative execution was relevant to the product or service.
Mother’s Day is a joyful occasion. Our challenge was to find a way to address the issue of cruelty to children, without interfering with that celebration. We also knew our digital Mother’s Day flowers would be delivered to mobile phones of all types, so we couldn’t rely on photography being displayed well. So we adopted a colourful, bubbly illustrative style that we knew – from experience across other communications channels – would appeal to our target audience. And we ran it through the whole campaign to side-step the NSPCC’s associations with pain and sadness and instead associate them with warm-hearted, caring mums.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We knew we were looking for a new way to attract donations, so we developed a completely new product for our client. This was digital Mother’s Day flowers, to be delivered by the NSPCC, straight to your mum’s mobile phone on Mother’s Day morning. Along with your hand-picked flowers, we would include a personal message from the sender, and a brand message from the NSPCC. All in return for a donation. Direct response banners and emails drove traffic to a microsite where we closed the deal, appealing to our audience’s sympathy for children without a mum to protect them.

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.
On Mother’s Day 2010, the NSPCC sent digital flowers, complete with a personal message and a message about the NSPCC’s work, to 1,255 mums across the UK. How did we do it? Well our email to NSPCC donors received a massive 12% click through rate. In just two weeks leading up to Mother’s Day, our campaign microsite recorded an incredible 11,000 unique visitors. And of those 11,000 site visitors, 11% converted to place an order.