RSPCA DM CATS by The Campaign Palace

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Industry Environmental & Animal Issues
Media Direct marketing
Market Australia
Agency The Campaign Palace
Creative Director Cameron Hoelter
Art Director Alan Vladusic
Copywriter Asheen Naidu
Released December 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: RSPCA
Product/Service: CAT ADOPTION
Date of First Appearance: Dec 24 2009 12:00AM
Art Director: Alan Vladusic (The Campaign Palace)
Copywriter: Asheen Naidu (The Campaign Palace)
Creative Director: Cameron Hoelter (The Campaign Palace)
Account Director: Marianne Zander (The Campaign Palace)
Studio Manager: Juliana Bacmaga (The Campaign Palace)
Production Director: Greg Hyslop (The Campaign Palace)
Media placement: Outdoor - N/A - 23 December 2009

Describe the brief/objective of the direct campaign.
- Targeting was to both new & existing customers - To bring community awareness to the plight of kittens & cats over the festive season with special attention being paid to the challenges associated with overcrowding in shelters. - To get 1,000 individuals to tear off information tabs from an 84 meter banner and to act on the information by adopting a cat or passing the information onto friends for them to act on.

Explain why the creative execution was relevant to the product or service.
- Lost and found posters placed on poles and walls are already associated with animals - Tear off tabs allowed potential adopters to take information with them and/or pass along to friends. - The size of the poster enabled people to easily view various cats and find pictures of ones they liked. Plus due to the size of the poster and its placement it attracted a lot of attention as it was highly visible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
- Our client, RSPCA of New South Wales, had a giant problem - 1000 cats needed adoption over the busy Christmas season. We responded accordingly – a giant poster that measured 84m in total and featured pictures of RSPCA cats up for adoption was printed. The poster was modelled on a lost and found poster, complete with tear off strips. Each strip featured a picture of a specific cat and a link to the RSPCA adoption website. The massive poster was put up along the wall of the Botanical Gardens, bordering Sydney’s most popular attraction, the world-famous Sydney Opera House.

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 stunt resulted in a marked increase in visitors to the adoption website, with most of the 1000 tear off tabs being taken. The very next day, the RSPCA recorded its highest adoption rate for cats in one day, in its entire history. - The trend continued after christmas when 300 cats were adopted.