A COIN CAN HELP THE HOMELESS by I&S BBDO Tokyo for Salvation Army Japan THQ

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A COIN CAN HELP THE HOMELESS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Japan
Agency I&S BBDO Tokyo
Executive Creative Director Yoshihisa Ogata
Art Director Takuya Miyamoto
Producer Hiroki Goto
Photographer Makoto Horiuchi
Released March 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE SALVATION ARMY JAPAN
Product/Service: CHARITY
Agency: I&S BBDO
Date of First Appearance: Mar 1 2011
Entrant Company: I&S BBDO, Tokyo, JAPAN
Executive Creative Director: Yoshihisa Ogata (BBDO)
Creative Director / Copywriter: Hiroyuki Jeff Kido (Independent Tokyo)
Art Director: Takuya Miyamoto (BBDO)
Producer: Hiroki Goto (Amanainteractive)
Photographer: Makoto Horiuchi (Spoon)
Associate Producer: Kenta Takagi (BBDO)
Media placement: DM Campaign - 3 Series - DM - 1 March 2011

Describe the brief/objective of the direct campaign.
The campaign goal was to increase donations despite the difficult circumstances – many people’s indifference to homeless outreach programs in Japan, on top of the worst recession in a century.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to use the scratch-off printing for a DM card, as scratch-off is used extensively in Japan, e.g. lottery, game and coupon. The card features improved clothing, food and housing for the homeless with a call-to-action hidden underneath, reminding the audience of the homeless issues in Japan and encouraging donations.

Explain why the creative execution was relevant to the product or service.
Our solution was to use the scratch-off printing for a DM card, as scratch-off is used extensively in Japan, e.g. lottery, game and coupon. The card features improved clothing, food and housing for the homeless with a call-to-action hidden underneath, reminding the audience of the homeless issues in Japan and encouraging donations.

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 innovative approach stirred many people’s emotions, which led to the donations far-exceeding the amount from the previous year.