UNICEF (United Nations International Children’s Emergency Fund) DM COIN by Casanova Pendrill


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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market United States
Agency Casanova Pendrill
Copywriter Claudio Vera
Producer Flor Castañeda
Released March 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: UNICEF
Date of First Appearance: Mar 22 2010 12:00AM
Entrant Company: CASANOVA PENDRILL , Costa Mesa, USA
Executive Vice President/Chief Creative Officer: Elias Weinstock (Casanova Pendrill)
Creative Director: Claudio Vera (Casanova Pendrill)
Art Director: Claudio Vera (Casanova Pendrill)
Copywriter: Claudio Vera (Casanova Pendrill)
Account Executive: Ismael Leon (Casanova Pendrill)
Producer: Flor Castañeda (Casanova Pendrill)
Production House: (D'Avant Garde Media)
Music House: (Circle of Sound)
Digital Retouch: Carlos Baragli
Digital Retouch: (Estilo 3D)
Media placement: Insert - Los Angeles Weekly - 33 March 2010
Describe the brief/objective of the direct campaign.
Create awareness that there are 4,100 children that die everyday from lack of clean, safe water and how people can change this reality. During World Water Week, we’ll inspire donations by demonstrating how we can make an impact and raise $500K plus for the UNICEF Tap Project. Our target audience are new and existing donors, people with a strong sentiment for opportunity for all and in creating a better life for children in need. The strategy of the campaign was to ask for donations in a non-intrusive manner so that donors are more than willing to donate to the cause.
Explain why the creative execution was relevant to the product or service.
Saving the world can seem overwhelming. What we wanted to let our target know was that they could make a difference by only taking out a coin, showcasing that every penny makes a difference. People were asked to donate to the UNICEF Tap Project in a non-intrusive and memorable manner. It was a friendly approach to an overwhelming problem, which is what UNICEF represents. The brand itself is not of pity but of optimism.The highlight of this action was that it drew people to take money out of their pocket without realizing it.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created an interactive piece that motivated people to reach into their pockets for a coin and scratch the inserts. These inserts were distributed inside in one of the most popular local city magazines, LA Weekly (174,000 units weekly). After scratching they realised that they had unveiled a bucket of clean water. It was a clear way to represent, in seconds, how just one coin could make water appear in the lives of these children. The copy had further information on how to donate.
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.
Awareness of the lack of clean water to children around the world was created. Although final donation amounts have not been confirmed, over $700,000 has been donated to the UNICEF Tap Project, which represents clean water for 28,000,000 children. A personal relationship was built with every person that scratched the insert as they saw first-hand how a coin could make a difference.