SIFE DM CANS by Eje Sociedad Publicitaria

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Industry Public awareness
Media Direct marketing
Market Puerto Rico
Agency Eje Sociedad Publicitaria
Art Director Wendy Pagán, Luis Figueroa
Copywriter Anabelle Barranco
Released October 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: SIFE
Date of First Appearance: Nov 1 2009 12:00AM
Chief Creative Officer: Enrique Renta (EJE Sociedad Publicitaria)
Creative Director: Anabelle Barranco (EJE Sociedad Publicitaria)
Copywriter: Anabelle Barranco (EJE Sociedad Publicitaria)
Art Director: Luis Figueroa (EJE Sociedad Publicitaria)
Art Director: Wendy Pagán (EJE Sociedad Publicitaria)
Media placement: collection cans - high traffic consumption venues - 11/01/2009

Describe the brief/objective of the direct campaign.
To motivate university students in Puerto Rico to join SIFE, Students in Free Enterprise, a world student organisation established in more than 48 countries to promote alliances among corporations and universities for the promotion of the next generation of entrepreneurs and business leaders. SIFE enriches the academic formation of students through the development and execution of projects that generate economic opportunities for members of the community. Faced with a social need, the students find a business opportunity.

Explain why the creative execution was relevant to the product or service.
One hundred no-slot collection cans were distributed in strategically selected places where people usually find regular collection cans for non-profit efforts, such as cashiers in cafeterias and related businesses, and service offices near the universities allied to SIFE. The device attracted the attention of potential SIFE student participants, which were its main target.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

To turn a traditional fund raising tool- a collection can- into a call to action in a way that is surprising and attractive to young people. Our collection can does not have the traditional open slot and carries a strong message which is not the usual one used for that purpose. It reads: ³We don¹t need your money. We need your time. Join SIFE². At the same time, it gives the SIFE web address for immediate contact and information.

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.
In only four weeks, 200 students requested information about SIFE through the organization¹s web site. Also, eleven university campuses throughout Puerto Rico showed interest in establishing their own SIFE groups.