MYSTERY PACKAGES...3 YEARS ON by Proximity London for Royal National Lifeboat Institution

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MYSTERY PACKAGES...3 YEARS ON

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency Proximity London
Executive Creative Director Caitlin Ryan
Art Director Chris Georgiou, Soni Singleton
Copywriter Nick Moffat, Chris Monk
Released September 2010

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: ROYAL NATIONAL LIFEBOAT INSTITUTION
Product/Service: CHARITY
Agency: PROXIMITY LONDON
Date of First Appearance: Sep 10 2010
Entrant Company: PROXIMITY LONDON, UNITED KINGDOM
Executive Creative Director: Caitlin Ryan (Proximity)
Director of Creativity and Innovation: Debi Bester (Reinvention Works)
Art Director: Soni Singleton (Proximity)
Copywriter: Nick Moffat (Proximity)
Copywriter: Chris Monk (Proximity)
Account Executive: Gemma Newton (Proximity)
Account Executive: Rebecca Evans (Proximity)
Art Director: Chris Georgiou (Proximity)
Planner: Julie Randall (Proximity)
Designer: Pascal Hervey (Proximity London)
Head of Communications: Spencer Gammond (RNLI)
Public Relations Officer: Laura Fennimore (RNLI)
National Youth Engagement Manager: Nathan Palmer (RNLI)
Media placement: Direct Mail - Subversive Unbranded 'Mystery Packages Sent To 12 YouTube Vloggers - 1st July 2008
Media placement: Direct Mail - Branded Package Sent To 7 Of The Original 12 Vloggers To Reveal Teh RNLI Was Beh - 4th Sep 2008
Media placement: YouTube Channel - 'Who Are You' Film Launched On YouTube - 12th September 2008
Media placement: Event - Gathering At RNLI HQ, Poole, England; An Open House Event To Introduce Vloggers - 19th/20th Sep 2008
Media placement: YouTube - Vlogger And Viewer Generated Films In Response Turns A Campaign Into A Movement - July 2008 To Present
Media placement: YouTube Channel - YouTube - Sep 2009
Media placement: YouTube Banner Ads - YouTube - Sep 2009
Media placement: Just Giving Pages - Just Giving - Jan 2010
Media placement: Facebook Group Page - Facebook - June 2010
Media placement: Youtube Channel - Youtube - Aug 2010
Describe the brief/objective of the direct campaign.
The Royal National Lifeboat Institution was staggered to discover in 2008 that it had the lowest awareness of any major UK charity amongst young people – the donors of tomorrow. But how could they make their charity the most talked about amongst young people online?
Research showed that most don’t live by the sea and that their top concern is their media image as a dumbed-down, knife-wielding generation. How could we make sea rescue relevant to their lives? The RNLI would attempt what no charity has done before.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Before asking teens to support the RNLI, the RNLI supported teens, through subversive mystery packages that challenged them to speak up about who they really are. With 470 young volunteers, who better than the RNLI to champion their generation?
After an overwhelming response online, it was little wonder that when we revealed who we are, they rose to the challenge of reinventing the charity model. They’ve no money, but instead used their time, digital savvy and vast friends networks to involve thousands more and raise money through lobbying big business, appealing to celebrities and holding a gig on the beach.
Explain why the creative execution was relevant to the product or service.
We discovered our relevance to young people not in our service, but in our values. Traditional DM techniques were used for a non-traditional audience – using long copy, mail and personalisation, and by reacting in real time, we fuelled debate and intrigue throughout. Then we inspired the vloggers to do something only their generation could – reinvent the fundraising model for the social era using social media – and in doing so create a generation of powerful, influential supporters who’d grown up with the RNLI even though they’d grown away from so many other brands of their childhood … hopefully to become donors.
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.
Three years after those 12 packages were mailed, the RNLI had turned their charity into a movement – by the youth, for the youth, about the youth, committed to rewriting the way the media stereotypes them. The young RNLI supporters had made the cause their own, and reinvented the charity model in the process – creating the no1 ‘most viewed’ videos in 7 countries and getting an astonishing one and half MILLION responses from young people. The donors of tomorrow now work directly with the charity, incentivised by nothing but what they stand for.