People For The Ethical Treatment Of Animals (PETA) DM SHOP RESPONSIBLY by Mccann Erickson Singapore

SHOP RESPONSIBLY

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Singapore
Agency Mccann Erickson Singapore
Executive Creative Director Farrokh Madon
Art Director Chow Kok Keong
Copywriter Vidhi Shah
Producer Charmaine Wong
Photographer Koh Kin Yee
Released January 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS ASIA PACIFIC
Product/Service: ANIMAL CRUELTY CHARITY
Agency: McCANN WORLDGROUP SINGAPORE
Date of First Appearance: Jan 5 2011
Entrant Company: McCANN WORLDGROUP SINGAPORE, SINGAPORE
Executive Creative Director: Farrokh Madon (McCann Erickson)
Art Director: Chow Kok Keong (McCann Erickson)
Copywriter: Vidhi Shah (McCann Erickson)
Photographer: Koh Kin Yee (Teo Studio)
Retoucher: Jimmy Leow
Producer: Charmaine Wong (McCann Erickson)
Vice President: Jason Baker (PETA)
Senior Campaigner: Ashley Fruno (PETA)
Post Production House: Gaia Films (Gaia Films)
Audio House: Yellow Box (Yellow Box)
Music House: (Big Bang Fuzz)
Media placement: Bus Shelter - Clear Channel - 5 Jan 2011

Describe the brief/objective of the direct campaign.
The brief was to show a fashion-crazy audience the ugly side of glamour. The campaign was targeted at trendy Asian shoppers, so the strategy was to draw them into the campaign by creating a simulated shopping experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The only thing that trendy Asians love more than the latest fashions is a great bargain. So our posters featured fictitious high fashion products being sold at ‘amazing prices’. Each product had an accompanying barcode that had to be scanned with a Smartphone to reveal the price. However, when a barcode was scanned, the shoppers were shown a video of the animal that was tortured and killed to create that product, thus revealing the ‘true cost’ of what they were about to buy. The videos were voiced by celebrities like Pamela Anderson and Joaquin Phoenix.

Explain why the creative execution was relevant to the product or service.
The campaign was an effective and hard hitting way to educate the target audience about the cruelty behind their purchases. By drawing in the audience with the promise of ‘amazing prices’, we got the exact target group we wanted. And by showing them the ‘true cost’ of their purchase just before they made it, we got them to think about the impact of all their previous purchases.

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.
In just the first week, the barcodes were scanned over 12,000 times and the posters snowballed into a larger campaign with significant blog coverage, media reports and traffic to the PETA website, thus leading to increased awareness of Cruelty-Free Shopping alternatives.