BIG BITE T-SHIRT by Saatchi & Saatchi New Zealand for Wellington Zoo

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Industry Zoos
Media Direct marketing
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Executive Creative Director Mike O`sullivan
Creative Director Tim Hall
Art Director Samantha Brown
Released February 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Mike O'Sullivan (Saatchi & Saatchi)
Creative Director: Tim Hall (Saatchi & Saatchi)
Art Director: Samantha Brown (Saatchi & Saatchi)
Account Manager: Mel Bowker (Saatchi & Saatchi)
Media placement: T-Shirt Invite - DM - 01 March 2009

Describe the brief/objective of the direct campaign.
Wellington Zoo, a charitable trust which relies on the support of the community, urgently needed to raise money to help feed their animals. Our brief was to come up with a way of engaging prominent and affluent Wellingtonians and get them to support this specific cause. The campaign had four clear objectives: 1. Raise awareness of the cost of feeding the animals. 2. Galvanise people into attending the charity dinner and purchasing a $140 ticket. 3. Raise $10,000 on the night. 4. Utilise the event to build long term engagement with the cause.

Explain why the creative execution was relevant to the product or service.
The creative on the t-shirt invitation brought a sense of fun and encouraged invitees to think of themselves literally as human food, because through their support they would provide sustenance for the animals. The broken lines and nominal cuts of meat were designed to resemble a traditional butcher’s chart. The simple font and use of white on black provided maximum legibility and minimised visual clutter. The subtle branding on the back of the t-shirt encouraged continued wearing of the shirt. These t-shirts are still occasionally seen on the streets of Wellington and the agency received numerous requests for spare samples.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea of holding a charitable dinner was presented and the agency came up with a name and look and feel for the event, plus a DM campaign based on sending out invites to prospective attendees. This was a unique concept which grabbed people's attention, at the same time driving awareness to the cause. We created the event name, The Big Bite, because it reflected that it was A) a gala dinner, B) a fundraiser to help feed the animals, and C) there was an auction element to the dinner, so we would be putting the bite on to attendees.

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 Big Bite fundraiser dinner was a success and raised over $38K. Out of 550 invites sent out, 140 tickets were sold, a 25% response rate. The Big Bite night was such a hit that the Big Bite Club has a total of 26 members, including several prominent Wellingtonians and the Zoo intend to host the event biannually and to keep guests informed and involved through the club.