Red Cross DM COIN-OP CLAW MACHINES, 2 by J. Walter Thompson Mexico

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Mexico
Agency J. Walter Thompson Mexico
Executive Creative Director Enrique Codesido
Art Director Abraham Navarrete, Mariela Rueda Alvarez, Mauricio Aldana Sánchez
Copywriter Jorge Ortega, Alethya Heras
Released February 2011

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Product/Service: CHARITY
Date of First Appearance: Mar 1 2011
Entrant Company: JWT MEXICO, Mexico City, MEXICO
Chief Creative Officer: Manuel Techera (JWT)
Executive Creative Director: Enrique Codesido (JWT)
Creative Director / Copywriter: Leonardo Varela (JWT)
Copywriter: Jorge Ortega (JWT)
Copywriter: Alethya Heras (JWT)
Art Director: Abraham Navarrete (JWT)
Art Director: Mariela Rueda (JWT)
Art Director: Mauricio Aldana (JWT)
Agency Producer: Eduardo Muniz (JWT)
Agency Producer: Gilberto Amezquita (JWT)
Media placement: Dolls - Comercial Plazas - March 1st, 2011
Media placement: Crane Machines - Comercial Plazas - March 1st, 2011
Media placement: Television - National TV Networks - March 1st, 2011
Media placement: Outdoor - Billboards - March 1st, 2011
Media placement: Outdoor - Bus Shelters - March 1st, 2011
Media placement: Press - Newspapers And Magazines - March 1st, 2011
Describe the brief/objective of the direct campaign.
Every year, thousands of Red Cross volunteers walk the streets of Mexico with their collection boxes to support the organization's annual fundraising drive.
The focus of the 2011 campaign was about natural disasters. We needed to show that every single coin helps the Red Cross reach dangerous places to save lives.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a series of coin-op claw machines to dramatize the effect of donations. There were different stories where the timely intervention of the Red Cross helped the victims of different catastrophes.
Inside these machines, hundreds of dolls awaited being saved by people and their coins. This way, children learned that helping could be fun by taking part of these rescue stories.
Traditionally, claw machines make it hard to win, but this time, everyone wins… all the time.
Explain why the creative execution was relevant to the product or service.
This year, we couldn’t just do the same old-fashioned fundraising drive. We needed to regain the attention on the streets, to get the people involved, interested, inspired.
These machines, besides collecting money, involved people in a demonstration of how their donations affect the victims of natural disasters and they did so in a fun way and giving a prize in exchange.
With these machines, we reinvented the traditional “collection boxes”.
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.
Response to the campaign was huge. Thousands of children tried their luck at the machines and thousands of dolls were rescued.
Merely two days after the launch, the Mexican Red Cross had unprecedented media coverage worth 1.7 million dollars.
Donations increased by 7.5% compared to 2010.
The idea is now well set in society: coin by coin, we help the Red Cross save lives.