SALVATION ARMY + RIACHUELO by WMcCann Brazil for Salvation Army

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SALVATION ARMY + RIACHUELO

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Brazil
Agency WMcCann Brazil
Copywriter Omar Caldas
Account Supervisor Shari Corrula
Released May 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: SALVATION ARMY
Product/Service: SALVATIONS ARMY
Agency: WMcCANN
Chief Creative Officer: Washington Olivetto (WMcCann)
Creative Vice President: Guime Davidson (WMcCann)
Creative Director: Milton "cebola" Mastrocesario (WMcCann)
Art Director: Carlos "tchê" Bertuol (WMcCann)
Copywriter: Omar Caldas (WMcCann)
Account Supervisor: Shari Corrula (WMcCann)
Account Assistant: Pedro Whitaker (WMcCann)
Media placement: Print - In store - 12 may 2011

Describe the objective of the promotion.
Increase clothes donation for the Salvation Army at the lowest cost possible.

Describe how the promotion developed from concept to implementation.
Every minute, 550 items of clothing are sold in the entire chain. The stores located inside the Salvation Army pickup area were chosen to take part in this action. 10 stores were decorated with the campaign’s message:
Since you just purchased new clothes, how about donating your old ones to someone in need? We pick up clothes in good conditions 4003-2999 exercitodoacoes.org.br
When the clothes were picked up at people’s houses, they received a leaflet with the same message, thus closing the donation cycle.

Explain why the method of promotion was most relevant to the product or service.
Touching people’s hearts at the right moment, avoiding budget waste and making the donation easier.
To achieve this, we partnered with Riachuelo, the largest fashion company in Brazil. With 130 stores, it has over 40,000 employees.

Describe the success of the promotion with both client and consumer including some quantifiable results.
48% more donations than the previous year. Increase of 53.21% in visits to the website.
After 7 years the ONG was able to appear, in October, 2011 in Google Search Insights.
Because we were working with a tight budget, we wouldn’t have caught people’s attention if we had based our strategy on traditional media. But our well-timed interference made all the difference in the lives of thousands of people.