SOLCA DM SUPERPOWERS by Norlop J. Walter Thompson Ecuador



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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Ecuador
Agency Norlop J. Walter Thompson Ecuador
Executive Creative Director Rafael Ordonez
Creative Director Mauricio Chacón
Art Director Rodrigo Cid, Christian Alvarado, Jaime Díaz
Copywriter Darío Castro, Juan Carlos Franco
Released October 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SOLCA
Product/Service: CHARITY
Date of First Appearance: Oct 1 2010
Entrant Company: NORLOP JWT, Guayaquil, ECUADOR
Creative Director: Mauricio Chacón (Norlop JWT)
Copywriter: Darío Castro (Norlop JWT)
Art Director: Christian Alvarado (Norlop JWT)
Copywriter: Juan Carlos Franco (Norlop JWT)
Audiovisual Production: Miguel Morales (Mystic Producciones)
Executive Creative Director: Rafael Ordóñez (Norlop JWT)
Audiovisual Production: Pablo González (Mystic Producciones)
Media placement: Direct Mail - Direct Mail - 30 September 2010

Describe the brief/objective of the direct campaign.
Ask important men from different Business groups in Guayaquil, for donations that would help SOLCA in its daily fight against cancer, especially children’s cancer. These funds were to be invested in the restoration of the children’s ward of the hospital. The target had never had any contact with Solca’s representative board; therefore a powerful idea was needed to get their attention.
The strategy was to show, in a simple way, a face of the children with cancer never seen before, and the way they endure the disease.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Superpowers. They were inspired by the fantasies that children with cancer create to endure the disease. Each was handmade by the children treated in Solca in a workshop organized by the agency. All the materials were donated, therefore the cost of production was null.

Explain why the creative execution was relevant to the product or service.
This idea was an innovative way to portray the reality of children with cancer, motivating our target to donate based on the joy of these kids, instead of their suffering.

Solca is a well-respected institution in Guayaquil, which is constantly looking for allies who support it in its daily struggle against cancer.

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.
7 important business men received 6 different Superpowers.
These business men started a chain reaction among their employees motivating continuous donations.
Up to this moment the amount of donations totals $29,000.
The direct mailings were done by the children with materials donated, so the cost-benefit relation is absolutely positive.