Portuguese Red Cross DM STORE+ - SELLING STORIES OF HOPE by Leo Burnett Iberia Madrid

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Director Andre Santa Cruz
Copywriter Erick Rosa, Fernando Duarte, Fernando Martin, Oscar Lopez Sainz
Client Service Director Clara Marchan, Ana Paula Lopes De Figueiredo
Released December 2009

Credits & Description

Category: Loyalty/Continuity Schemes
Product/Service: STORIES OF HOPE
Date of First Appearance: Dec 10 2009 12:00AM
Client Service Director: Paula Lopes (Leo Burnett Lisboa)
Client Service Director: Clara Marchan (Leo Burnett Iberia)
Account Director: Inês Almeida/Marta Guimarães/Maria Fernandez (Leo Burnett Lisboa/Leo Burnett Iberia)
Account Executive: Renata Ferreira (Leo Burnett Lisboa)
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Creative Directors: Erick Rosa/Renato Lopes/Daniel Palma/Oscar Lopez-Sainz (Leo Burnett Lisboa/Leo Burnett Iberia)
Art Directors: Renato Lopes/Daniel Palma/Julita Pequeño/Seve Ruiz/Emilia Bertola/Cova Diaz/Nico (Leo Burnett Lisboa/Leo Burnett Iberia)
Photos: Thiago Arrighi/Renato Lopes/Alessia Federici/Julita Pequeño/Seve Ruiz/Emilia Ber (Leo Burnett Lisboa/Leo Burnett Iberia)
Images: (Corbis/Getty Image Corbis)
Copywriter: Erick Rosa/Oscar Lopez-Sainz/Fernando Martin (Leo Burnett Lisboa/Leo Burnett Iberia)
Production Director: Cristina Almeida (Leo Burnett Lisboa)
Producers: Cristina Almeida/António Franca/António Junior/Rui Caracol/Natacha Martin (Leo Burnett Lisboa/Leo Burnett Iberia)
Video Producer: Hugo Lage/Ricardo Costa (Leo Burnett Lisboa/Mastershot)
Digital Producers: Rodrigo Barona/Mónica Rocha/Fred Bosch (Leo Burnett Lisboa/Leo Burnett Iberia)
Spots TV Producer: Cristina Almeida (Leo Burnett Lisboa)
Film Production Company/Sound Production Company/Music: (Garage Films/Indigo Sound/Library)
Director: André Cruz (Garage Films)
Executive Producer: Miguel Varela (Garage Films)
Voice Over: Paulo Pires/Alexandra Lencastre
Media placement: Integrated - TV,Radio,Ambient,Web,PR,Event - 10/12/2009

Describe the brief/objective of the direct campaign.
After last year's success the Store+ that sells Hope evolved. A new concept, a new package. Hope again change the meaning of giving a gift. But this time in a completely different way. The objective was clear: help the Red Cross by getting donations for its main causes in Lisbon and Madrid. And Direct Marketing was used extensively first to invite the media and potential volunteers to the opening and later on, during the run of the Store+, as an informative tool to highlight the Store+ as a gift alternative for the Christmas season.

Explain why the creative execution was relevant to the product or service.
Research shows that books are one of the most gifted items every Christmas. Thus, by presenting an inspiring alternative, we were able to turn Hope into a bestseller. And furthermore, the fact that books cater to our imagination gave us the perfect tool to reach our audience in the Christmas season. The creative execution was relevant as it was able to stir people's imagination in a time of need for all of those supported by the Red Cross. Hope, as a product once again struck a chord with the public.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Last year we sold a product you could not see or touch but feel. This year we sold a product you could not see but imagine. The Store looked like a replica of a bookstore. But with a twist: all the pages in every book were blank. And each book had an inspiring title directly related to a cause (Ex.: The Child that Learned to Smile.) And anyone who bought Hope in the form of these books contributed to turn these stories true. Both Stores were a success and helped the Red Cross write some of the happiest stories ever.

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.
Direct Marketing was one of the main resources we had to reach our target audience, since we were able with it to gather an even greater number of people at the opening than last year's. It also served as the perfect solution to further explain to the media, opinion makers and the potential donors, the causes behind each book title displayed in the Store. As a return on investment, one can say that just by the public flow and the number of times it was mentioned in the media, this idea was once again very cost effective.