UNIVERSITY YEARBOOK UPDATING KIT by Del Campo Saatchi & Saatchi Madrid for Reporters Without Borders

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UNIVERSITY YEARBOOK UPDATING KIT

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Spain
Agency Del Campo Saatchi & Saatchi Madrid
Executive Creative Director Miguel Roig
Art Director Daniella Frojuello
Copywriter Jonay Sosa
Released June 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: REPORTERS WITHOUT BORDERS
Product/Service: CHARITY
Agency: SAATCHI & SAATCHI SPAIN
Date of First Appearance: Jun 15 2010
Entrant Company: SAATCHI & SAATCHI SPAIN, Madrid, SPAIN
Executive Creative Director: Miguel Roig (Saatchi & Saatchi)
Copywriter: Jonay Sosa (Saatchi & Saatchi)
Art Director: Daniella Frojuello (Saatchi & Saatchi)
Account Executive: Amaia Etxaniz (Saatchi & Saatchi)
Account Director: Saskia van Liempt (Saatchi & Saatchi)
Graphic Producer: Juan Comba (Saatchi & Saatchi)
Media placement: Direct Marketing - Several Spanish Universities - 15 June 2010

Describe the brief/objective of the direct campaign.
To convince recent graduates in journalism to join Reporters Without Borders.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We need to show them that they are objectives. Now they are graduates, they are objectives.
A yearbook updating kit showing some of the perilous situations they or their colleagues would have to endure.

Explain why the creative execution was relevant to the product or service.
It was a new way to hit the target, sending mail directly to the graduates.

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.
14% Signed up for membership.
47% of rookies contacted RSF.
33% Volunteered their help.