SOS-Children's Villages Print 99% Children's Villages' Challenge, Solution, Results by darw!n Brussels

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99% Children's Villages' Challenge, Solution, Results

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Belgium
Agency darw!n Brussels
Creative Director Guido Goffeau
Copywriter Robby Sallaets
Photographer Jeremy Vanmaele
Released June 2012

Awards

Epica Awards 2013
Direct Marketing Business to Business Direct SILVER

Credits & Description

Advertiser: SOS CHILDREN'S VILLAGES
Agency: darw!n
Category: Bars, Restaurants & Stores, etc.
Account Director: Eva Maes (Darw!n)
Art Director: Jeremy Vanmaele (Darw!n)
Print Production: Carine De Schaepdryver (Darw!n)
Art Director: Guido Goffeau (Darw!n)
Managing Director: Hilde Boeykens (SOS Kinderdorpen)
Strategic Director: Nicolas Lambert (Darw!n)
Copywriter: Robby Sallaets (Darw!n)
Creative Director: Guido Goffeau (Darw!n)
Managing Director: Guy Geerts (Darw!n)
Photographer: Jeremy Vanmaele (Darw!n)
Corporate Partnership: Toon Moons (SOS Kinderdorpen)

Execution
Every self respecting CEO reads the financial newspapers; addressing them personally in this environment was much more effective than contacting them by mail or letter. And of course, it also boosted their ego. By using the “Occupy Wall Street” code in a reversed way, we really stood out in a financial environment. It also went straight to the heart of our 6 targets in a positive, hopeful way. Resulting in a 3-year, €300,000 partnership.

Outcome
3 of the 6 targeted CEOs contacted SOS Children’s Villages. One of them called the managing director of SOS Children’s Villages personally and asked how she could help and agreed on a 3-years, €300,000 partnership. Meaning, 50% response with 17% conversion and an infinite return as we used only free advertising space and donated our time and the artwork. And of course, the real result: lots of happy children at Chantevent, the renovated SOS Children’s village.

Implementation
We disguised a direct mail piece as the most targeted ad ever in De Tijd/L’Echo, Belgian financial newspapers. To get noticed we took a well known language that stands out in this environment: Occupy Wall Street. We turned it upside down giving it a positive feel. Inviting them to contact SOS Children’s Villages in a challenging way.Although the ad appeared only once the 6 saw it, and their colleagues saw it to and talked about it. 3 of the 6 contacted SOS Children’s Villages. 1 of them agreed on a 3-year €300,000 partnership to support the Villages.

Client Brief Or Objective
SOS Children’s Villages provides family based care for abandoned children. 10 children live together in 1 house. 7 to 15 houses are grouped in a “village”. For the renovation of their biggest village in Belgium, Chantevent, they needed funding, huge funding.Let’s not ask money from a broad audience, let’s target those who really can make a difference: 6 captains of industry. But how to reach them? You won’t be able to get hold of them by mail, phone or letter.