HOMELESS NOT HOPELESS by GPY&R Sydney for St Vincent De Paul Society

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HOMELESS NOT HOPELESS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Australia
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Art Director David Joubert
Copywriter Bart Pawlak
Released April 2012

Credits & Description

Category: Charities
Advertiser: ST VINCENT DE PAUL SOCIETY
Product/Service: MATTHEW TALBOT HOMELESS SHELTER
Agency: GEORGE PATTERSON Y&R
Executive Creative Director: Julian Watt (George Patterson Y&R)
Creative Director: David Joubert (George Patterson Y&R)
Art Director: David Joubert (George Patterson Y&R)
Copywriter: Bart Pawlak (George Patterson Y&R)
Account Manager: Corina Oborocianu (George Patterson Y&R)
Planner: Michaela Brown (George Patterson Y&R)
Group Account Director: Paul Coles (George Patterson Y&R)
Digital Art Director: David Jackson (George Patterson Y&R)
Media placement: Guerilla Posters - Universities & Alleyways - 19 April 2012

Describe the brief/objective of the direct campaign.
Our client, Matthew Talbot Homeless Services, enjoyed some degree of loyalty from elderly, church-going donors, but young professionals with lots of spending power represented a vast untapped target market for them.

With their ‘results driven’ mindset and a desire to know what their donation is actually accomplishing, our strategy spoke directly to the target, by inviting them to ‘sponsor the potential’ of a homeless person rather than just handing over money to a vague cause.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Executed as highly graphic billposters, more reminiscent of street-art than advertising, the posters featured QR Codes made from penetrating monochrome portraits of homeless people in our clients’ care. The QR Codes enabled people to see beyond the individual's exterior, read a story celebrating their unique potential and instantly sponsor the potential of homeless individuals currently in need. The tone and interactivity made the posters an effective way to engage a younger audience, on the move in a high-traffic environment.

Explain why the creative execution was relevant to the product or service.
There is a stigma attached to homelessness that makes it a less popular choice for donors. Our QR Code-based portraits of homeless individuals spoke to the idea of decoding the exterior image and seeing past it to discover their hidden potential and sponsoring it with a donation. As such, it was relevant to the fundamental mission statement of Matthew Talbot Homeless Services.

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 campaign successfully drove traffic to the Matthew Talbot Homeless Services winter appeal website.
The objective of the campaign was to acquire new donors, beyond their existing loyal base, and with 76% new traffic to the website, this objective was more than achieved.
A total of 69% of all traffic came from the QR code mechanism in the ambient pieces.
And 23% of all visits were 'return' visits, highlighting the lasting emotional engagement the campaign achieved. The campaign successfully drove traffic to the Matthew Talbot Homeless Services winter appeal website.
The objective of the campaign was to acquire new donors, beyond their existing loyal base, and with 76% new traffic to the website, this objective was more than achieved.
A total of 69% of all traffic came from the QR code mechanism in the ambient pieces.
And 23% of all visits were 'return' visits, highlighting the lasting emotional engagement the campaign achieved.