Outreach International DM THIRD WORLD PLACEMATS by Rodgers Townsend

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency Rodgers Townsend
Associate Creative Director Steve Laliberte
Art Director Michelle Vesth
Designer Leslie Schad
Released October 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: RODGERS TOWNSEND, St Louis, USA
Chief Creative Officer: Tom Townsend (Rodgers Townsend)
Creative Director / Copywriter: Erik Mathre (Rodgers Townsend)
Associate Creative Director: Steve laLiberte (Rodgers Townsend)
Art Director: Michelle Vesth (Rodgers Townsend)
Designer: Leslie Schad (Rodgers Townsend)
Account Executive: Bonnie Thornhill (Rodgers Townsend)
Media placement: Placemats - 4 - Restaurants - 1 October 2009

Describe the brief/objective of the direct campaign.
Target diners at restaurants on the busiest shopping day of the year in the U.S. (day after Thanksgiving and a month before Christmas) to make a donation to Outreach International. Outreach is a charity that helps the poorest in the Third World overcome poverty. Diners could go online to Outreachshop.org and make a gift in honor of anyone they chose.

Explain why the creative execution was relevant to the product or service.
We wanted each placemat to be authentic, so we used actual photos of villagers who've received help from Outreach International. The tone was irreverent, with thought provoking headlines and photos that reminded each diner to set aside some room at their table for those who needed it most.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As diners were sitting down to fill their bellies, our placemats reminded them of the less fortunate who rarely know when or where their next meal is coming from. Diners could go online to purchase the bare basics such as goats, rakes and malaria shots for those in need.

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.
As a test to find new touchpoints to reach donors, this effort turned out to be wildly successful. Nearly one third (32%) of funds raised for this effort came from online donors at Outreachshop.org. Most importantly, the success of this effort led Outreach International to roll out other holiday themed efforts such as for Valentine's Day.