Salvation Army DM DONATED SONGS by Wirz Werbung Zurich

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Switzerland
Agency Wirz Werbung Zurich
Director Simon Jaquement
Executive Creative Director Philipp Skrabal
Creative Director Thomas Kurzmeyer
Art Director Chantal Heimo
Copywriter Andy Portmann
Producer Heinrich Reinacher
Released November 2010

Credits & Description

Category: Best Low Budget Campaign
Product/Service: SALVATION ARMY
Date of First Appearance: Dec 1 2010
Entrant Company: WIRZ/BBDO, Zürich, SWITZERLAND
Executive Creative Director: Philipp Skrabal (Wirz / BBDO)
Creative Director: Thomas Kurzmeyer (Wirz / BBDO)
Art Director: Chantal Heimo (Wirz / BBDO)
Copywriter: Andy Portmann (Wirz / BBDO)
Director: Simon Jaquement
Cinematographer: Lorenz Merz
Producer: Heinrich Reinacher (Markenfilm)
Account Manager: Tony Hrnek / Susanne Jungbluth (Wirz / BBDO)
Media placement: Traditional Street Collection - Cities (Bern, Zurich, Geneva,...) - 1 December 2010
Media placement: Website /Clips - Heilsarmee, Facebook, Youtube - 1 December 2010
Media placement: Public Relations TV - SF1, TeleBasel, TeleBern, TeleZüri - 1 December 2010
Media placement: Public Relations Radio - FM1, Radio1, RadioBasilisk - 1 December 2010
Media placement: Public Relations Print - Handelszeitung, Berner Zeitung,... - 1 December 2010
Media placement: Public Relations Online - derbund, twitter, bernerzeitung - 1 December 2010
Media placement: Poster / Public Transport Poster - Tram - 1 December 2010

Describe the brief/objective of the direct campaign.
During their traditional street collections, the Salvation Army sings the same well-known Christmas carols every year. This means the organization is reaching fewer and fewer people and particularly lacks appeal to younger donators.

To reach a young target audience, our strategy was to make the Salvation Army appear surprisingly younger without losing its well-known singing tradition – after all, there are plenty of other musicians who have a lot of success with their songs.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was to ask Swiss music stars whether they would be willing to donate one of their hit songs to the Salvation Army. Some of the most famous bands in Switzerland took part, allowing the Salvation Army to sing their songs for free, several of which had been number one hits in the Swiss charts. This eventually enabled the Salvation Army to sing songs on the street from big-name stars who have an enormous fan base among young people in Switzerland. The Salvation Army was out rocking and rapping on the streets, attracting attention and giving it a younger image.

Explain why the creative execution was relevant to the product or service.
Everyone knows that the Salvation Army sings. Everyone knows the hit songs from the charts. We brought these two pieces of common knowledge together in a surprising way and made people curious. The fact that the Salvation Army – widely perceived as serious but boring – was singing popular hits in its own typical way on the street confused people – but in a positive way. This, despite the fact that the Salvation Army was out there doing what it does every year – namely singing.

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 reporting carried out by TV and radio stations, newspapers and websites achieved 65 per cent penetration countrywide. Achieving similar results using conventional advertising would have required a media budget of Swiss Francs 550,000.–, that is seven times more than our entire communications budget.

The song donations were effective not only in the mass media but also out on the street. Young people reacted positively and the Salvation Army became a topic of conversation. It also helped to halt the slide and turn things around in terms of donations, which amounted to around Swiss Francs 1.5 million despite competition from other charities.