HOPE LETTERS by Leo Burnett Iberia Madrid for Red Cross

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HOPE LETTERS

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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
Designer Juan Sevilla, Paco López, Dani Sáenz Y Beto Nahmad, Angel Morales
Released December 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: RED CROSS PORTUGAL
Product/Service: RED CROSS STORE INAUGURATION
Agency: LEO BURNETT IBERIA
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Entry URL: http://www.ourawardsite.com/madrid/cruz_roja/email
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Erick Rosa (Leo Burnett Iberia)
Creative Director: Renato Lopes (Leo Burnett Iberia)
Art Director: Paco López (Leo Burnett Iberia)
Art Director: Dani Sáenz (Leo Burnett Iberia)
Art Director: 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: Alfredo Laguía (Leo Burnett Iberia)
Programer: Victor Moreno (Leo Burnett Iberia)
Programer: Luis Marcano (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: URL - INTERNET - 01/04/2010

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 help, these Hope Stories will come true.

Explain why the creative execution was relevant to the product or service.
The email consisted of positive words like: Hope, Optimism, Peace and Ecology. Messages true to the Red Cross.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A special email was sent as an invitation and in order to say with which letters these Stories of Hope should be written. The only thing we asked was to the people to scroll down. H as in Hope, not Hate. O as in Optimism, not Oppresion. P as in Peace, not Pain. E as in Ecology not Emanations.

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 email was sent to people who had and would potentially collaborate with the Red Cross. A flurry of responses were sent after receiving the mail and the attendance at the Store inauguration doubled from last year.