CHILDREN'S LETTERS by Saatchi & Saatchi New Zealand for Wellington Zoo

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CHILDREN'S LETTERS

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Industry Zoos
Media Direct marketing
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Executive Creative Director Mike O`sullivan
Creative Director Tim Hall
Art Director Sam Brown Producer
Released February 2009

Credits & Description

Category: Flat Mailing
Advertiser: WELLINGTON ZOO
Product/Service: THE NEST ANIMAL HOSPITAL APPEAL
Agency: SAATCHI & SAATCHI
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Mike O'Sullivan (Saatchi & Saatchi)
Creative Director: Tim Hall (Saatchi & Saatchi)
Writer: Helen Steemson (Saatchi & Saatchi)
Art Director: Sam Brown (Saatchi & Saatchi)
Account Manager: Mel Bowker (Saatchi & Saatchi)
Manager Marketing and Communications: Stephanie Gray (Wellington Zoo)
Media placement: DM - Mail - 08 November 2008

Describe the brief/objective of the direct campaign.
Wellington Zoo, a charitable trust that relies on the community for support, needed to ask for donations to help build The Nest, a state-of-the-art animal hospital which will benefit the Zoo’s animals and also native wildlife. We decided the donation request should come from the most passionate advocates for the future – the kids of today. The key objective was to raise public donations to help meet construction costs. Secondary objectives were to raise awareness of the project, and to position it as part of the Zoo’s commitment to conservation and preservation of animal species, both exotic and native.

Explain why the creative execution was relevant to the product or service.
Wellington Zoo is building their new animal hospital, The Nest, that will provide their animals with state of the art care, recovery and rehabilitation facilities. It will also cater for sick or injured native wildlife. This ongoing project has relied hugely on the greater Wellington community for donations. As it neared completion, the Zoo needed to make a final plea to the community to dig deep. An existing database of Zoo supporters had received previous DM pieces, asking for their support. We needed to repeat the request, but we had to do this in a fresh and engaging way

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A number of schools in the Wellington region were sent lesson packs for 8/9 year olds which included colouring in sheets, animal facts and information about The Nest, as well as a suggested letter template. The completed children's letters were sent back to the agency, put into personalised envelopes then posted. Each letter was unique, and the kids’ enthusiasm for the cause resulted in some very colourful, creative, and heartfelt letters. So with a simple request from the adults of tomorrow to the adults of today, Wellington Zoo’s animal hospital The Nest, is well on its way to completion.

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 response from the letters was a success. A total of 3,996 letters were distributed to their intended recipients with donors responding by giving an average gift of $85. The campaign in its entirety raised a total of $52,400 (this campaign was part of the Zoo’s broader fundraising strategy). This was over 150% achievement of the financial target. Awareness of the overall campaign amongst Wellingtonians reached 43%, 360 new donors were also recruited and awareness that the Zoo is a charitable trust increased by 5%. This campaign was part of the Zoo’s broader fundraising strategy.