PHOTO SWAP by Ogilvy & Mather Amsterdam for Orange Babies

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PHOTO SWAP

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Creative Director Darre Van Dijk En Piebe Piebenga
Photographer Jonna Slappendel
Released April 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: ORANGE BABIES
Product/Service: FUNDRAISING
Agency: OGILVY AMSTERDAM
Date of First Appearance: Apr 12 2011
Entrant Company: OGILVY AMSTERDAM, THE NETHERLANDS
Creative Director: Darre van Dijk (Ogilvy)
Creative Director: Piebe Piebenga (Ogilvy)
Photographer: Jonna Slappendel (Orange Babies)
Media placement: Photo Print + Replay Card - Instore Photoprintingshop - 12-04-2011

Describe the brief/objective of the direct campaign.
In Africa, thousands of pregnant women are infected with HIV. Orange Babies is committed to support them and helps them to bring a healthy baby into this world. As fundraiser Orange Babies is always searching for low budget campaigns with maximum impact in order to recruit donors.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Dutch people, who just picked up their printed family photos, found a photo of a pregnant African woman between their own photos.
On the back of the photograph they found a handwritten message from the woman on the photo: ‘Sorry for showing up between your family photos. I'm infected with HIV, but with your help I can have my own family photos too.’
Added was a reply card so people could make a donation to Orange Babies

Explain why the creative execution was relevant to the product or service.
Expectantly people are watching their newly printed family photos. Often photos of highlights of an enjoyable and carefree Dutch family life. Suddenly they are confronted with a picture of someone in an opposite situation. The message is impactful because it unexpectedly shows up in an intimate and confronting

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.
At the time of entering this award, the results are not yet known.