UNICEF (United Nations International Children’s Emergency Fund) DM ONCE UPON A TIME by Lowe GGK Vienna

ONCE UPON A TIME

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Austria
Agency Lowe GGK Vienna
Executive Creative Director Alexander Zelmanovics, Dieter Pivrnec
Creative Director Nikolaus Leischko, Christian Bircher
Art Director Astrid Bittermann
Copywriter Susanne Lenhardt
Photographer Andreas Fitzner
Released October 2011

Credits & Description

Category: Charities
Advertiser: AUSTRIAN COMMITEE FOR UNICEF
Product/Service: UNICEF
Agency: LOWE GGK
Chief Executive Officer: Rudi Kobza (Lowe GGK Werbeagentur)
Executive Creative Director: Dieter Pivrnec (Lowe GGK Werbeagentur)
Creative Director: Nikolaus Leischko/Christian Bircher (Lowe GGK Werbeagentur)
Art Director: Astrid Bittermann (Lowe GGK Werbeagentur)
Copywriter: Susanne Lenhardt (Lowe GGK Werbeagentur)
Graphic Design: Julia Hengstberger (Lowe GGK Werbeagentur)
Account Manager: Talin Seifert (Lowe GGK Werbeagentur)
Photographer: Andreas Fitzner (Vienna Paint)
Filmproduction: Herr J/ (PPM Filmproductions)
Filmproduction: Jann Döppert (PPM Filmproductions)
Sound Studio: Mg Sound
Advertiser´s Supervisor: Dr. Gudrun Berger (Austrian Commitee For Unicef)
Advertiser´s Supervisor: Mag. Sylvia Trsek (Austrian Commitee For Unicef)
Media placement: TV Campaign - Seven One Media, ORF, IPA, - October 2011

Describe the brief/objective of the direct campaign.
Target group: Existing donors and potentials
TARGET:
To acquire partners who do not only engage themselves in case of disaster but show permanent commitment for the needs of distressed children. With just €10 monthly you can save the life of a child.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
INITIAL SITUATION
Unicef stands up for children’s lives and survival. Financed with voluntary contributions – this makes permanent help especially valuable.
TARGET:
To acquire partners who don’t only engage in case of disaster but show permanent commitment. With just €10 monthly you can save the life of a child.
SOLUTION:
A TV commercial that creates awareness.
Result:
2,000 partners within two months (€200,000)

Explain why the creative execution was relevant to the product or service.
CREATIVE IDEA:
Roger Moore, reading ‘Once upon a time there was a child’ makes the viewer aware that the life story of a distressed child can end at the time it actually just began.

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 had an outcome of 2,000 new partners within 2 months after airing the TV spot. So there is an outcome of €200,000