Red Cross DM HOPE by Y&R Dubai

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HOPE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Arab Emirates
Agency Y&R Dubai
Copywriter Kalpesh Patankar, Shahir Zag
Photographer David Deveson
Released February 2011

Credits & Description

Category: Flat Mailing
Advertiser: RED CROSS LEBANON
Product/Service: RED CROSS
Agency: Y&R DUBAI
Date of First Appearance: Feb 15 2011
Entrant Company: Y&R DUBAI, UNITED ARAB EMIRATES
Chief Creative Officer: Shahir Zag (Y&R Dubai)
Creative Director: Shahir Zag (Y&R Dubai)
Creative Director: Kalpesh Patankar (Y&R Dubai)
Art Director: Kalpesh Patankar (Y&R Dubai)
Art Director: Shahir Zag (Y&R Dubai)
Copywriter: Shahir Zag (Y&R Dubai)
Copywriter: Kalpesh Patankar (Y&R Dubai)
Photographer: David DeVeson
Agency Producer: Amin Soltani (Y&R Dubai)
Planner: Nadine Ghossoub (Y&R Dubai)
Account Manager: Farid Hobeiche (Y&R Dubai)
Director Of Public Relations & Communications: Ayad El Mounzer (Red Cross Lebanon)
Media placement: Direct Mailers - L'HEBDO MAGAZINE - 15 February 2011

Describe the brief/objective of the direct campaign.
To demonstrate the role of Red Cross in making a big difference in people's lives, especially the victims of natural disasters. And help drive volunteers in the Arab world.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We show chaotic scenes of natural disasters in which the survivors look completely helpless.
A pull on the tab reveals one of the persons in the picture as a Red Cross volunteer.
Transforming a heartbreaking situation into one that is filled with hope.

Explain why the creative execution was relevant to the product or service.
Red Cross' mission is to restore hope into people's lives and the poster successfully communicates this in an engaging way.

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 direct mailer resulted in over 1,757 registrations on the website in less than a week. It also drove donations from high net-worth individuals who are too busy to donate their time, but willing to donate a generous sum of money.