Studio Brussels DM SHARE YOUR PARENTS by Mortierbrigade Brussels

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Belgium
Agency Mortierbrigade Brussels
Creative Sebastien Devalck, Arnaud Pitz
Producer Patricia Vandekerckhove
Released December 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: CHARITY
Date of First Appearance: Dec 1 2010
Entrant Company: MORTIERBRIGADE, Brussels, BELGIUM
Creative Directors: Jens Mortier/Joost Berends/Philippe Deceuster (Mortierbrigade)
Creative: Arnaud Pitz (Mortierbrigade)
Creative: Sebastien Devalck (Mortierbrigade)
Producer: Patricia Vandekerckhove (Mortierbrigade)
Marketing Manager: Peter Claes (VRT)
Strategy Director: Stephanie Zimmermann (Mortierbrigade)
Media placement: 140.000 School Agenda Stickers - Exceptionally in school agenda's - 1 December 2010

Describe the brief/objective of the direct campaign.
Music for Life, the yearly charity event organized by radio station Studio Brussels and the Red Cross, this year was all about the 15,000,000 orphans from aids parents.
The objective of the campaign was to create awareness for the topic.
And collect money to support the orphans.
Via a direct approach of both Belgian children and their parents.
Because they are the most sensible target group in this matter.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Belgium the children have pretty much everything they need. So we asked them to give some of the attention and stuff they get from their parents, to the orphans.
We asked them to share their parents.
With a direct approach via their school agenda. Stickers without website were distributed to many schools.

Explain why the creative execution was relevant to the product or service.
Using the school agenda as a medium was the most direct way we could use to get the attention of the parents. They have to sign it every week. It was the most relevant medium to create both awareness and a call to action.

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.
140,000 agenda stickers were distributed to the schools via the Belgian government.
1200 children promoted their parents online.
The winning parents went to Swaziland to help the orphans, and shared their experiences with the Belgian people.
Meanwhile the Belgian people shared 5,020,000 euro with the orphans.
The best result since Music for Life first started.