Save The Children DM DONATE VOLUME by Lowe Singapore

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Singapore
Agency Lowe Singapore
Creative Director Lisa Glasgow
Copywriter Ashlynn Sum
Released April 2012

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: SAVE THE CHILDREN
Chief Creative Director/Executive Creative Director: Dominic Stallard (Lowe Singapore)
Creative Director: Lisa Glasgow (Lowe Singapore)
Copywriter: Ashlynn Sum (Lowe Singapore)
Group Account Director: Mawar Quek (Lowe Singapore)
Agency Producer: Jasmine Tan (Lowe Singapore)
Media placement: RADIO - NEWS RADIO 93.8 - 30 APRIL 2012

Describe the brief/objective of the direct campaign.
To a charity, spending money on media is a huge concern. The more they spend spreading the message, the less funds can go towards tackling the issue itself. It is also very difficult for charities to know who to reach out to for support both in terms of volunteer work, and financial contribution. The last thing many people want to be asked for right now is money.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We found that the problem itself became the solution. By asking the public to help us extend the exposure of our message, the less we had to pay for media, and the more money went into solving the issue at hand – feeding malnourished children.

To spread the word about Save the Children and the work they do, we asked people to play this radio commercial louder than normal volume. In doing this, everyone can help us share the message, even without making a financial contribution themselves.

Explain why the creative execution was relevant to the product or service.
The strength of this execution lies in the fact that it doesn’t ask people for anything except to turn a dial. And, as radio as a medium is usually a one-way dialogue, there’s the added benefit of being able to participate.

This radio spot is just one of the pieces in Save The Children’s 'Donate Awareness Campaign' rolling out this year. The rest of the campaign also asks consumers to donate free media and exposure in lots of different ways.

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.
Although only recently launched, the ad is rapidly building momentum and word of mouth, as people are starting to realise that helping charity can go beyond donating money. Following the success of the ad in Singapore, we have been asked to extend the idea to Thailand, Indonesia and the Philippines. Celebrity radio DJs are also now supporting the cause.

Oh, and while you’re reading this, could you please tell your friends to visit and help us spread the word, on behalf of Save The Children. Thank you.