Doctors Of The World Promo COIN STICKER by Euro Rscg Amsterdam

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Netherlands
Agency Euro Rscg Amsterdam
Art Director Laurens Boschman
Copywriter Joost Van Praag Sigaar
Released December 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Date of First Appearance: Dec 12 2009 12:00AM
Creative Director: Joost van Praag Sigaar (Euro RSCG Amsterdam)
Copywriter: Joost van Praag Sigaar (Euro RSCG Amsterdam)
Creative Director: Laurens Boschman (Euro RSCG Amsterdam)
Art Director: Laurens Boschman (Euro RSCG Amsterdam)
Account Director: Daan Gootte (Euro RSCG Amsterdam)
Account Executive: Eefje Beekmans (Euro RSCG Amsterdam)
Account Executive: Isabel Wardenaar (Euro RSCG Amsterdam)
Media placement: Flyer - Handed Out - December 2009

Describe the objective of the promotion.
Doctors of the World in the Netherlands does not have a big communication budget. Making the most of it is one of our goals with everything we do for them. This flyer can be spread easily: Given to relations, to friends or people at a fair or on the streets. It wasn’t developed for one event and has been used on a small scale so far. It will be used again in the coming year. So, the strategy is simple: Get as much attention for the projects of Doctors of the World as possible for as little money as possible.

Describe how the promotion developed from concept to implementation
The only thing we did was make the flyers. From then on, everybody at Doctors of the World and Euro RSCG Amsterdam could hand them out on any occasion. Untill now it has been used occasionally and on a small scale. It will be used on different occasions in the coming year also. We know that people who received them actually did put the stickers on their coins.

Describe the success of the promotion with both client and consumer including some quantifiable results
The flyer has been used on a small scale only. As stated before, it will be used on more occasions to come. The results are not really measurable. We do not expect the donations or awareness to rise after a certain amount of these flyers were handed out. It’s not that substantial, it’s an extra. It is only one of the ways (banners, stoppers on TV and in print) in which we try to increase the awareness of Doctors of the World and their projects, and all of these have to add up.

Explain why the method of promotion was most relevant to the product or service
Doctors of the World has to stand out in between much bigger names in the Netherlands. So we stress with everything we do that Doctors of the World gives medical care to people who would otherwise not get it. This way Doctors of the World can differentiate itself from other charities. This flyer underlines that. It's about medical care for the underprivileged. The strength of this execution is that it’s a clever way to make the most out of a limited communication budget. Make a messenger out of the receiver. Make the recievers money work for us.