WaterAid DM DIARRHOEA by Kitcatt Nohr Alexander Shaw

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DIARRHOEA

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency Kitcatt Nohr Alexander Shaw
Director Susannah Hayes
Creative Director Simon Robinson
Art Director Guy Patrick
Copywriter Kate Flather
Producer Debbie Impett, Jane Mcgee
Editor Matt Kitchin
Released August 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: WATERAID
Product/Service: CHARITY
Agency: KITCATT NOHR ALEXANDER SHAW
Date of First Appearance: Aug 1 2010
Entrant Company: KITCATT NOHR ALEXANDER SHAW, London, UNITED KINGDOM
Copywriter: Kate Flather (Kitcatt Nohr Digitas)
Art Director: Guy Patrick (Kitcatt Nohr Digitas)
Creative Director: Simon Robinson (Kitcatt Nohr Digitas)
Planning Director: Richard Madden (Kitcatt Nohr Digitas)
Account Director: Jake Richards (Kitcatt Nohr Digitas)
Account Manager: Rachel Parker (Kitcatt Nohr Digitas)
Agency Producer: Clare Clarke (Kitcatt Nohr Digitas)
Producer: Jane McGee (Kream)
Producer: Debbie Impett (Kream)
Director: Susannah Hayes
Editor: Matt Kitchin
Audio Post Production: Crawford Blair (Angell Sound)
Chief Creative Officer: Paul Kitcatt (Kitcatt Nohr Digitas)
Client Director: Lindsay Watson (Kitcatt Nohr Digitas)
Chief Executive Officer: Marc Nohr (Kitcatt Nohr Digitas)
Chief Client Officer: Vonnie Alexander (Kitcatt Nohr Digitas)
Media Planner: Ian Prager (MC&C)
Media placement: TV Ad - 1 Spot - Channels Including Sky One, Living, Discovery, Bravo, More 4 And Sky Sports. - August 2010

Describe the brief/objective of the direct campaign.
WaterAid is a charity which works to provide fresh water and basic sanitation in the world’s poorest countries.
Like most charities, WaterAid depends on ‘Dorothy Donor’ – elderly ladies from the ‘great generation’ whose views on life were formed during WWII.
Unfortunately, these donors are quite literally dying off.
Research identified a new audience known as ‘Superconsumer Steve’. These are 35-44 family men and women, who earn up to £65,000.
Near-primetime TV was identified as a cost-effective route to reach this audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Near-primetime TV was a cost-effective way to deliver eyeballs, but it carried a penalty: the commercial would have to work hard to justify the premium media cost.
A low-commitment ask went some way towards making the task easier.
However, there was another challenge. ‘Superconsumer Steve’ is strongly resistant to conventional charity DRTV.
Research showed this audience responds well to charity TV shows such as Comic Relief, which entertain as well as motivate.
Based on this insight, we developed a novel solution: a funny and striking commercial about diarrhoea. This let us talk about sanitation in a meaningful and human way.

Explain why the creative execution was relevant to the product or service.
To engage an audience which rejects conventional charity advertising, we needed a fresh and novel way to gain its attention.
We decided to lure viewers in by showing British schoolchildren singing that well-known playground standard the ‘diarrhoea song’.
We then cut to a boy in Zambia, who finishes the song in a way that makes clear the terrible waste of life which diarrhoea causes elsewhere in the world.
This moving disjunction leads into footage of our solution: Zambian people building a simple pit toilet, which will halt the spread of diarrhoeal disease.
This was the basis of our charitable ask.

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.
Despite a media budget of just £250,000, this novel and convention-busting commercial delivered some very impressive results.
The campaign conclusively beat the ROI target set for it. It achieved a Year One donor ROI of 0.43, compared with a target of 0.40.
A big driver of this above-target performance was the fact that average gift levels smashed target by 49%. Mean donor contribution was an impressive £67 compared with the target of £45.
Broader results were just as impressive. The campaign featured in no fewer than 23 press articles, a direct result of its highly original and distinctive creative approach.