Endangered Wildlife Trust DM FESTIVE SAVINGS by TBWA\Hunt\Lascaris Johannesburg

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Creative Director Adam Weber
Art Director Kirsten Friedericksen
Copywriter Vanessa Wood
Designer Kerry Moralee
Photographer Des Ellis
Released October 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Product/Service: WILDLIFE TRUST
Date of First Appearance: Oct 5 2009 12:00AM
Executive Creative Director: Damon Stapleton (TBWA\Hunt\Lascaris Johannesburg)
Creative Director: Adam Weber (TBWA\Hunt\Lascaris Johannesburg)
Copywriter: Vanessa Wood (TBWA\Hunt\Lascaris Johannesburg)
Art Director: Kerry Moralee (TBWA\Hunt\Lascaris Johannesburg)
Production Manager: Craig Walker (E-Graphics)
Photographer: Des Ellis (Des Ellis)
Art Director: Kirsten Friedericksen (TBWA\Hunt\Lascaris Johannesburg)
Designer: Kerry Moralee (TBWA\Hunt\Lascaris Johannesburg)
Account Executive: Bridget Langley (TBWA\Hunt\Lascaris Johannesburg)
Account Executive: Katiso Maarohanye (TBWA\Hunt\Lascaris Johannesburg)
Media placement: Newspaper - Community Newspapers - 5 October 2009

Describe the brief/objective of the direct campaign.
The target audience was drawn from new customers as the strategy of the campaign was to get people aware of endangered species in south Africa and how they can do their bit to help. The brief was to develop an idea that could help generate donations to the Endangered Wildlife Trust (EWT) over the festive season.

Explain why the creative execution was relevant to the product or service.
We wanted people to stumble across something quite different. Our disruption was to take traditional retail and turn it into something that would actually make people stop, read and then donate. Something that would save an animal, instead of typically saving money.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a typically festive catalogue promising BIG savings on various products over Christmas. The difference is that with ours you saved endangered species instead of money. The catalogue was inserted into local and community newspapers and delivered to people’s front doors. Donating was made simple, the consumer could donate R10 to the cause of his/her choice by texting the name of the animal they wanted to save to a designated number. The desired outcome, which was in fact achieved, was to get consumers aware of EWT and what they do as an organisation as well as 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.
Due to the high response rate of 1 453 SMS donations, the campaign will run again in 2010.