WELL AND GOOD DM BROKE + FIX by Cossette Toronto

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Canada
Agency Cossette Toronto
Creative Director Pete Breton, Dave Douglass
Art Director Josh Day
Copywriter Caitlin Keeley
Photographer Nick Kozak
Released March 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: WELL AND GOOD
Product/Service: CHARITY
Date of First Appearance: Mar 3 2010
Art Director: Josh Day (Cossette)
Copywriter: Caitlin Keeley (Cossette)
Partner: Steve Ferrara (Well and Good)
Partner: Lisa Martin (Well and Good)
Photographer: Nick Kozak (Nick Kozak Photography)
Creative Director: Pete Breton (Cossette)
Creative Director: Dave Douglass (Cossette)
Media placement: Invitations - Mailed Out To Guests & Returned To 52 McCaul Gallery - March 3 2010 - 14 2010
Media placement: Kaleidoscopes - 52 McCaul Gallery - March 3 2010 - 14 2010
Media placement: Broken Frames - 52 McCaul Gallery + Livestock Store - March 3 2010 - 14 2010

Describe the brief/objective of the direct campaign.
The challenge was to create a standout campaign for an art gallery with a limited budget. The objective was to spread awareness of the show, Broke, and the fundraiser component, Fix. We aimed to increase foot traffic through the gallery and raise money for post-quake Haiti. With the direct campaign, we specifically targeted generous VIP donors from the gallery’s network.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our aim was to increase awareness of the photography show at the gallery and turn that awareness into foot traffic and donations. When we delivered 50 torn and hand-numbered pieces of a photographic print as invitations to the opening, our hope was to have each of these VIP guests attend the opening with their torn piece in hand. It was a great success that 47 of the 50 VIP invitees attended with their piece and donated at least $75 each. The reconstruction of the torn photograph at the opening also increased guest engagement and encouraged further donations.

Explain why the creative execution was relevant to the product or service.

Using an innovative and personalized approach to direct mail, we encouraged participation and donations at opening night. VIP contacts received a torn piece of a photograph from the show as an invitation, with a request to bring it back on opening night (and donate). The torn photo invitation was a strong symbol of our call to come together to help rebuild Haiti. On opening night, the reconstruction of the image was a central part of the event. In addition, through various posters, flyers and the kaleidoscopes – we broadened our reach in the community and spread the word about the show.

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.
Our budget was small and our results were big. We sent out 50 torn pieces of an original photographic print to 50 VIP guests, and 47 of those invitees attended our opening night with piece in hand. We raffled off the reconstructed photograph, which further engaged our crowd and rewarded one of our many generous donors. The gallery was packed and we raised over $5000.