BATTERED WOMAN'S SHELTER by DraftFCB Vienna for VEREIN WIENER FRAUENHÄUSER

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BATTERED WOMAN'S SHELTER

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Industry Public awareness
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Art Director Daniel Senitschnig
Copywriter Armin Winkler
Client Service Director Manfred Berger, Mag. Fred Reiss
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: WIENER FRAUENHÄUSER
Product/Service: WOMENS SHELTER
Agency: DRAFTFCB PARTNERS
Date of First Appearance: Oct 5 2009 12:00AM
Entrant Company: DRAFTFCB PARTNERS, Vienna, AUSTRIA
Entry URL: http://83.65.7.226/awards/frauenhaus_eng/
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Officer / Copywriter: Patrik Partl (Draftfcb Partners)
Creative Director/ Copywriter: Florian Schwab (Draftfcb Partners)
Copywriter: Armin Winkler (Draftfcb Partners)
Art Director: Daniel Senitschnig (Draftfcb Partners)
Graphic Design: Josef Faustbeck (Draftfcb Partners)
Graphic Design: Benjamin Fillitz (Draftfcb Partners)
Head of Digital: Marko Malle (Draftfcb Partners)
Programming: Raphael Murr (Draftfcb Partners)
Client Service Director: Fred Reiss (Draftfcb Partners)
Client Service Director: Manfred Berger (Draftfcb Partners)
Media placement: Online - real estate advertising web portal - Autumn 2009

Describe the brief/objective of the direct campaign.
Target: Drawing high attention to the fact that a lot of women (also especially with stable social backgrounds) become victims of domestic violence. And therefore spend little money on actions.

Explain why the creative execution was relevant to the product or service.
Mechanism: We put up ads of very impressive real estates at very low prizes – to get extra attention. Enlarging the provided pictures you could see abused women in the apartment. Instead of a detailled description of the object, we called the promotion: Even in the most beautiful apartments, ugly things happen. A link guided interested persons directly to the information and donations-area of women’s shelter. Why this idea is really good: Because with very little money thousands of people got addressed. And this within an environment that is relevant and surprising.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Realisation: We break new grounds and make use of a media channel that has never been used before: Online real estate ads on standard.at, one of the biggest and most important real estate boards in Austria.

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.
Sucess: 32.000 views -> 31% increase in donations within the time of one month -> costs 2800 EURO