RARELY SEEN EDM by Saatchi & Saatchi New Zealand for Nz Women's Refuge

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RARELY SEEN EDM

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Executive Creative Director Mike O`sullivan
Art Director Samantha Brown
Producer Anna Kennedy, Tom Ackroyd
Strategic Planner Sarah Hodgetts
Released July 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NEW ZEALAND WOMEN'S REFUGE
Product/Service: ANNUAL DONATION APPEAL
Agency: SAATCHI & SAATCHI
Date of First Appearance: Jul 20 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Auckland, NEW ZEALAND
Entry URL: http://rarelyseen.co.nz
Executive Creative Director: Mike O'Sullivan (Saatchi & Saatchi)
Creative Director/Writer: Tim Hall (Saatchi & Saatchi)
Associate Creative Director/Art Director: Scott Henderson (Saatchi & Saatchi)
Art Director: Samantha Brown (Saatchi & Saatchi)
Producer: Anna Kennedy (Saatchi & Saatchi)
Producer: Tom Ackroyd (Saatchi & Saatchi)
Group Account Director: Nicola Harvey (Saatchi & Saatchi)
Account Executive: Emma Prendergast (Saatchi & Saatchi)
Strategic Planner: Sarah Hodgetts (Saatchi & Saatchi)
Chief Executive Officer: Heather Henare (New Zealand Women's Refuge)
National Campaign Manager: Janet Bagshaw (New Zealand Women's Refuge)
Media placement: Online Viral - Viral Email - 20 July 2009

Describe the brief/objective of the direct campaign.
New Zealand Women's Refuge is an organisation helping women live free of domestic violence. They hold a nationwide annual appeal to raise funds. Our campaign objective was to get New Zealanders to donate money. We did this by producing an interactive viral tool that showed people what it was like to be in a domestic violence situation and demonstrated the power of their donation in helping women escape this situation. We reached a new target audience - online spenders - through peer to peer engagement.

Explain why the creative execution was relevant to the product or service.
The viral served a brand purpose to educate people that domestic violence is more than just physical violence, therefore avoiding the sensationalism physical violence can affect. The viral's strength was in providing a unique insight into being trapped in an abusive relationship. It was also a highly interactive and rewarding experience for the user because upon finding a way out and realising the powerful effect of their donation, they clicked straight through to a donation site.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed to find a new and engaging way to talk to New Zealanders about domestic violence that avoided gratuitous violence yet compelled people to donate. Our idea gave donors an insight into what it would be like to experience domestic violence and gave them a clear illustration of how their money would be used. The viral demonstrated the emotional, economic and verbal abuse many women suffer. Upon completing the task of escaping, they were then led to a donation site.

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.
We reached our target audience very successfully, leading to a 26% increase in the average online donation. The average online donation was $67.48 compared to donations using traditional advertising such as $10 for the 0900 number and $3 by text. The return on investment was nearly $9 for every dollar spent and there was a 98.5% increase in online donations YOY.