Surfrider Foundation DM EVERYTHING MUST GO by Y&R Paris

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EVERYTHING MUST GO

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Industry Environmental & Animal Issues
Media Direct marketing
Market France
Agency Y&R Paris
Creative Director Laurent Bodson, Eric Helias Art Director
Art Director Gregory Jeanjacquot
Copywriter Nicolas Gerard
Account Supervisor Vanessa Boueyres - Brice Garçon
Released February 2011

Credits & Description

Category: Flat Mailing
Advertiser: SURFRIDER FOUNDATION
Product/Service: ENVIRONMENTAL AWARENESS
Agency: Y&R PARIS
Date of First Appearance: Feb 1 2011
Entrant Company: Y&R PARIS, FRANCE
Creative Director: Laurent Bodson (Young & Rubicam)
Creative Director: Eric Hélias (Young & Rubicam)
Copywriter: Nicolas Gerard (Young & Rubicam)
Art Director: Gregory Jeanjacquot (Young & Rubicam)
Account Supervisor: Brice Garçon (Young & Rubicam)
Account Manager: Aure Tessandier (Young & Rubicam)
Buy Art: Sylvie Reveillard (Young & Rubicam)
Buy Art: Amélie Crinon (Young & Rubicam)
Executive Director: Stéphane Latxague (Surfrider)
Media placement: Mailing - Journalist... - Fevrier 2011

Describe the brief/objective of the direct campaign.
Surfrider Foundation Europe is a non-profit organization, dedicated to defending, saving, improving and managing in a sustainable manner the ocean, coastline, and waves. One of its main objectives is to raise awareness about the importance of protecting the coastlines and of becoming an 'eco-citizen', thus it was one of our campaign’s objectives too. But beyond this awareness issue, we needed to mobilize as many people as we could for volunteering at the organization’s annual beach clean-up weekend.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to engage people with this cause, we wanted to stress our responsibility as consumers in coastline pollution: because pollution is actually an issue that starts way before the beaches. It starts by our acts of purchase. Every product that we buy becomes trash that we throw away. We decided to express this, unfortunately too common product’s life cycle destiny.

Explain why the creative execution was relevant to the product or service.
“Everything must go” is a well-known claim that has been effective in gathering crowds for promotional events. We used its efficiency for this cause at the other end of the consumerism process. Therefore we used all the codes and clichés of promotion in mass retailing and invited our audience to urgently catch the opportunity of this unique clearance sale: incredible trash, waiting for people to be picked up!

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.
Not only did we hijack promotional rhetoric, we also used its channels. In order to allow our audience not only to be aware of, but to really experience the truth of the equation consuming=polluting, we needed them to be impacted in the same way they are when mass retailers address their consumerist reflexes. Thus, we used all the traditional channels of promotional campaigns: radio, press, leaflets, banners and allowed for a fair turnaround of things.