Aspire Print STORIES by J. Walter Thompson London

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Christopher Jones
Creative Craig Hunt, James Humphreys
Designer Casa Hamid
Illustrator Ryan Andrews, Sarah Maycock, Paul Paetzel
Released April 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: ASPIRE
Product/Service: CHARITY
Creative: James Humphreys (JWT)
Creative: Craig Hunt (JWT)
Creative Director: Christopher Jones (JWT)
Executive Creative Director: Russell Ramsey (JWT)
Illustrator: Ryan Andrews
Illustrator: Sarah Maycock
Illustrator: Paul Paetzel
Production Manager: Ivana Djordjevic (JWT)
Account Director: Damian Ettish (JWT)
Account Director: Julia Franks (JWT)
Planning Director: Claire Jackson (JWT)
Designer: Casa Hamid (JWT)
Media placement: Direct Email - 35 Units - Direct Emails To Potential Brand Partners - 23rd April 2012

Describe the objective of the promotion.
Aspire is a UK charity that supports people who have suffered devastating spinal cord injuries and will remain in wheelchairs for life. Our objective was to help Aspire raise £50,000 to fund bespoke, lightweight wheelchairs to help people with these injuries enjoy more independent, active lives.
We spied an opportunity to help Aspire raise this £50,000 via new brand partnerships. Our brief was therefore to develop a campaign that would introduce Aspire to leading UK brands and open a conversation about future brand partnerships.

Describe how the promotion developed from concept to implementation.
We developed an illustrated story as a scrolling email that the audience could read vertically in one continuous pane. This story was developed specifically to target the automovtive brand categories, and was illustrated in a bespoke style. At the bottom of the story was a call to action asking the recipient to click to 'receive a phone call from Aspire' or to 'read more'. At this point they would be re-directed to a dedicated landing page in order to provide their contact details and find out more about Aspire and its bid for new, innovative brand partnerships.

Explain why the method of promotion was most relevant to the product or service.
Aspire is a charity with a fantastic human cause. The solution was designed to appeal to people as people in a human, visually-striking and interactive way. The illustrated, scrolling emails allowed us to tell these stories in a simple, visually striking and interactive way. The audience is invited to scroll through the story and have a part to play in revealing each new line. The stories take no more than a few minutes to read and the ask at the end is personal and brief, designed for busy people with little time to spare.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The emails targeted a small selection of UK Brand Managers. A total of 38 emails were sent out. 29% were opened. 18% responded. Chris is currently in discussions with several major UK companies. As a result of the emails many more people will get a bespoke wheelchair and many more people have heard about the charity Aspire.