NET by Target for Canadian Sea Turtle Network

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Canada
Agency Target
Creative Director Tom Murphy
Art Director Bruce Hamilton
Copywriter Jenny Smith
Strategic Planner Kerri Roche
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CANADIAN SEA TURTLE NETWORK
Product/Service: SEA TURTLE CONSERVATION
Agency: TARGET
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: TARGET, St John's, CANADA
Creative Director: Tom Murphy (Target)
Art Director: Bruce Hamilton (Target)
Copywriter: Jenny Smith (Target)
Account Manager: Jennifer Pittman (Target)
Strategic Planner: Kerri Roche (Target)
Media placement: Direct Mail - National Geographic - June 2009

Describe the brief/objective of the direct campaign.
With millions of charitable organizations in North America, competition for donor funds in conservation is aggressive. The Canadian Sea Turtle Network (CSTN) is a tiny, grassroots, non-profit organization dedicated to saving the ancient Leatherback turtle from entanglement in commercial fishing gear. The objective was to break through the sea of conservation charities vying for donations and generate buzz and awareness around ancient Leatherback turtles and the CSTN’s unique work. The target audience was journalists and environmental bloggers, with no prior knowledge of the CSTN. This was also the first campaign in the history of this virtually unheard of organization.

Explain why the creative execution was relevant to the product or service.
The creative execution tied directly into the work the CSTN is doing. They work side-by-side with local fishermen to disentangle Leatherback turtles from commercial fishing gear. The only way to free them is to cut the fishing nets. The execution of the direct mail piece included real fishing net material that was specially tied to ‘trap’ the National Geographic magazine containing the article about the CSTN’s work. The only way recipients could read the article and retrieve the personally addressed, handwritten note was to cut the net or ‘free’ the Leatherback story inside.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To generate publicity and reach specifically targeted conservation bloggers and environmental journalists, we custom crafted a curious DM piece. We wrapped a recent National Geographic issue featuring a story on CSTN’s work to free Leatherbacks, with actual fishing net. Beneath, we placed a personalized, handwritten note from CSTN, giving directions to the turtle article inside and to freetheleatherback.com. Recipients literally had to cut the net to ‘free’ the Leatherback turtle story and note inside.

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 piece has netted national and international publicity on TV, in print and online, covered by organizations like CNN, Smithsonian and Progress Magazine. Many blog sites covered the campaign, citing the creative and unique presentation of the piece which also generated personal responses and thank you messages from Canadian conservation greats like David Suzuki. The positive publicity generated over 260,000 media impressions and a ROI of a massive 8650% - 86.5 times the initial investment.