PLAN DM WORLD'S YOUNGEST JOB APPLICANT by BBDO Mumbai

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WORLD'S YOUNGEST JOB APPLICANT

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency BBDO Mumbai
Associate Creative Director Arjuna Gaur
Executive Creative Director Sandipan Bhattacharyya
Creative Director Anunay Rai, Bharat Khare
Art Director Gurdev Singh Sidhu
Released November 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: PLAN INDIA
Product/Service: CHILD WELFARE FUND
Agency: BBDO INDIA
Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Sandipan Bhattacharyya (BBDO India)
Creative Director: Bharat Khare (BBDO India)
Associate Creative Director: Arjuna Gaur (BBDO India)
Account Director: Anupam Chauhan (BBDO India)
Vice President: Rajesh Sikroria (BBDO India)
Creative Director: Anunay Rai (BBDO India)
Art Director: Gurdev Singh (BBDO India)
Marketing Head: Aseem Kapoor (Plan India)
Media placement: E-Mail - Electronic Mail - 6 November 2011

Describe the brief/objective of the direct campaign.
Plan India was looking for a cost-effective way of targeting senior executives in corporations to help fund the education of underprivileged children. But traditional e-mailers from NGOs often get ignored or worst, labelled as junk. So how do we get to the right guys in a compelling new way?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created job applications with attached CVs of underprivileged children and e-mailed them to these executives. The CVs detailed the hardships these kids went through in an effort to get a basic education for themselves, and went on to tell the reader that with his help these children could one day apply for the same job.

Explain why the creative execution was relevant to the product or service.
Traditional e-mailers from NGOs often get ignored or worse, labelled as junk. But most senior executives normally do not delete an email job application. This idea allowed us to get straight to the people who mattered and communicated our message in a way that was both surprising and moving.
Moreover, the strength of the creative lies in its ability to present the struggles of an underprivileged child in the form of accomplishments on a CV. The medium of a CV also drives home the fact that with an education the child can one day aim for a good job.

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.
- 20,000 e-mails were sent out to senior executives in corporates.
- 60% responded to the communication by visiting our website.
- Plan India recorded a 250% increase in fund collections as compared to previous conventional EDM activities.