Red Cross DM HOPE DICTIONARY by Leo Burnett Iberia Madrid

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Paco López
Copywriter Juan Pablo Christmann
Designer Juan Sevilla, Paco López, Dani Sáenz Y Beto Nahmad, Angel Morales
Released December 2009

Credits & Description

Category: Traffic & Brand Building
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Erick Rosa (Leo Burnett Iberia)
Creative Director: Renato Lopes (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Art Director: Dani Sáenz (Leo Burnett Iberia)
Art Director: Paco López (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Illustrator: Juan Sevilla (Leo Burnett Iberia)
Designer: Dani Sáenz (Leo Burnett Iberia)
Designer: Paco López (Leo Burnett Iberia)
Designer: Juan Sevilla (Leo Burnett Iberia)
Chief Producer: Cristina Almeida (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Mailing - Mailing - 23/11/2009

Describe the brief/objective of the direct campaign.
This year The Red Cross Store became a look-alike bookstore full of Stories of Hope. Stories that are not written yet. Because every page of the books are blank. And because with every help, these Hope Stories will come true.

Explain why the creative execution was relevant to the product or service.
A dictionary of only positive words like: Hope, Optimism, Peace and Ecology. The rest of them were removed.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A special direct marketing was sent to journalists in order to invite them to the opening day and saying with which letters these Stories of Hope should be written.

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.
Hundreds of people came to the opening day, including journalists. And the Store+ had an enormous visibility in several medias.