Save The Children DM PICTURE PROTECT by Akestam.holst Stockholm

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Björn Gustafsson
Copywriter Patrick Dry, Kalle Åkestam Åkestam Holst
Designer Viktor Watterback, Andreas Fernhede Dagman, Ellinor Bjarnolf
Released January 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Date of First Appearance: Jan 10 2011
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Creative Director: Martin Cedergren (Åkestam Holst)
Copywriter: Patrick Dry (Åkestam Holst)
Art Director: Björn Gustafsson (Åkestam Holst)
Copywriter: Kalle Åkestam (Åkestam Holst)
Designer: Andreas Fernhede Dagman (Åkestam Holst)
Designer: Ellinor Bjarnolf (Åkestam Holst)
Designer: Viktor Wätterbäck (Åkestam Holst)
Account Director: Fredrik Widén (Åkestam Holst)
Client: Louise Gauffin (Save the Children)
Client: Pernilla Norström (Save the Children)
Other: Tony Sajdak (Perfect Fools)
Other: Tony Högqvist (Perfect Fools)
Web Production: (Perfect Fools)
Media placement: Direct - Email - January 10 2011

Describe the brief/objective of the direct campaign.
It's never been easier to take pictures of yourself and publish them online via blogs and social networks. But what if they are modified or end up somewhere you never intended? Would you even know about it? Unfortunately, this happens more often than you think, especially to young people. We decided to make it easier to keep track of your pictures online. We created Picture Protect - based on TinEye, a reverse image search engine.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To promote the service, we created a viral generator where anyone can create an email with a link to a fake site and send it to a friend. The friend will appear on the fake site with their personal pictures found on google.

Explain why the creative execution was relevant to the product or service.
It's an eye opening example to make you aware of the problem and start using Picture Protect. We used it successfully ourselves to send email to influential people like journalists.

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.
Over 170.000 mails were send out in the first three months. The expression "to Picture Protect" is rapidly growing in the blogosphere.

But the only result that really matters is; for some kids out there, Picture Protect makes all the difference in the world.