BUSINESS CARD PRISON PSYCHOLOGIST by TBWA\Wien Vienna for PRISON PSYCHOLOGIST

Adsarchive » DM » PRISON PSYCHOLOGIST » BUSINESS CARD PRISON PSYCHOLOGIST

BUSINESS CARD PRISON PSYCHOLOGIST

Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Austria
Agency TBWA\Wien Vienna
Creative Director Mag. Gerda Reichl - Schebesta
Designer Michael Mickl
Released February 2009

Credits & Description

Category: Flat Mailing
Advertiser: PRISON PSYCHOLOGIST
Product/Service: PRISON PSYCHOLOGIST
Agency: TBWA\WIEN
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: TBWA\WIEN, AUSTRIA
Creative Director: Mag. Gerda Reichl-Schebesta (TBWA\Wien Werbeagentur)
Art Director/Concept: Georg Rernboeck (TBWA\Wien Werbeagentur)
Copywriter/Concept: Florian Gigler (TBWA\Wien Werbeagentur)
Final Artwork: Wolfgang Fuehrer (TBWA\Wien Werbeagentur)
Production: Franz Spanninger (TBWA\Wien Werbeagentur)
Designer: Michael Mickl (TBWA\Wien Werbeagentur)

Describe the brief/objective of the direct campaign.
For prisoners it is extremely important to have someone to talk. Not only to cope with their problems inside jail, but also to be released on parole after rehabilitation. Austria’s penitentiary system provides psychological counselling for inmates. Although counselling is for free and would benefit the prisoners, by far not everybody uses the service. The goal of the campaign was to invite prisoners to talk to prison-psychologists.

Explain why the creative execution was relevant to the product or service.
By sending a business card in form of a file baked inside a bread-loaf, we managed to deliver our main message: if you want to get out sooner, talk to a psychologist. The tonality of the mailing showed that there is someone who knows what inmates want most and that he’s on their side.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A lot of prisoners don’t trust psychologists who are employees of the penitentiary system. They feel more comfortable to talk to someone independent, coming from the world outside the prison walls. Due to limited access to the Internet, a lot of prisoners place ads in magazines, hoping to find pen pals. We used this fact to answer their ads, mailing the business card of a psychologist who offers counselling for inmates. The file hidden in a bread was supposed to show the outcome of counselling, which might as well be a sooner release from prison.

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.
The response, the psychologist received was overwhelming. The number of prisoners, who wanted counselling, increased from 70 - 80%. The idea of a file in a bread-loaf – actually a symbol for a jail-break – was received very well and had a positive effect on the atmosphere during the 'get-to-know-each-other' phase.