RAPP Promo, Case study AGENCY HOLIDAY CARD by Rapp USA

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market United States
Agency Rapp USA
Associate Creative Director Florence Ng
Executive Creative Director Nick Platt
Art Director Thiago Barreto
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: RAPP
Agency: RAPP USA
Date of First Appearance: Dec 18 2010
Entrant Company: RAPP USA, El Segundo, USA
Entry URL: http://holidaywish.rapp.com
Executive Creative Director: Nick Platt (RAPP)
Vice President / Creative Director: Chad Cipoletti (RAPP)
Associate Creative Director: Florence Ng (RAPP)
Senior Experience Architect: Sheena Warmin (RAPP)
Quality Control Specialist: Charlie Schuler (RAPP)
Senior Quality Assurance: Erin Nakagawa (RAPP)
Account Manager: Camila Cardoso (RAPP)
Flash Developer: Marcelo Olandim (RAPP)
Art Director: Thiago Barreto (RAPP)
Backend Developer: Anderson Silva (RAPP)
Director of Agency Operations: Suellen Anderson (RAPP)
Developer: Aaron Covert (RAPP)
Media placement: Online microsite - Online - 18 December 2010
Media placement: Email - Email - 21 December 2010

Describe the brief/objective of the direct campaign.
Design the 2010 agency holiday card for the agencies entire global network.

It must be non-denominational. It can’t offend anyone. Can’t be religious. Generic, but not too generic.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To tackle the challenge, we focused on something everyone has in common — WISHES. We invited everyone around the world to make a wish at holidaywish.rapp.com, and help grant a wish through UNICEF’s School-in-a-Box programme. We then turned the wishes into beautiful real-time data visualization, and provided something meaningful to everyone.

Explain why the creative execution was relevant to the product or service.
The online holiday card met the challenge of beyond being non-denominational; and, despite its seemingly “generic” nature, it provided something meaningful to everyone.

These wishes touched people across the globe, spreading messages of hope, joy and love as easily as the wind spreads dandelion seeds.

The result was a literal, yet beautiful, demonstration of the agency’s value proposition - Data Driven Creative.

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.
Our initial email blast generated 20.5 % click through rate

Thousands of wishes were made on the micro site and counting

Word of the wishes was further spread through social media

$5000 was donated for UNICEF’s School-In-A-Box, helping grant the wishes of over 800 children for an education they would not have otherwise received