Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: ACTIONAID
Product/Service: ACTIONAID
Agency: McCANN ATHENS
Head Of Creative: Eleni Zisimopoulou (McCann Athens)
Creative Manager: Lena Kalothetou (McCann Athens)
Account Supervisor: Stefanos Katsafouris (McCann Athens)
Deputy General Manager: Harry Parianos (McCann Athens)
Account Manager: Gina Roumpakou (Weber Shandwick)
Media placement: Direct Mail - Editors, Bloggers, Journalists - 04/01/12
Media placement: Print - Magazines - Newspapers - 10/01/12
Media placement: Internet Film - Blogs, Youtube Channel - 20/01/12
Describe the brief/objective of the direct campaign.
Actionaid launched an SMS campaign to raise funds in order to build a school in Rwanda.
Given the budget restrictions, we found a low-budget but effective way to raise awareness, create indirect print and online publicity and support this SMS fundraising campaign.
A Direct Mail activation targeting Greek journalists, bloggers & editors took place and stressed the importance of basic education in developing countries as a key to stopping hunger.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
100 real chewed pencils with the message ‘Basic education stops hunger’ were sent to Greek journalists, lifestyle magazine editors and bloggers to inform them about Actionaid's fundraising SMS campaign launch. At a second time, an internet video along with a print ad were shared with them in order to induce them to make posts on their blogs and offer us some free print insertions.
Explain why the creative execution was relevant to the product or service.
While in the Western World a kid chewing on his pencil means fidgeting, we have used the same visual to symbolise the fact that basic education can stop hunger.
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.
•Achieved 100% positive indirect publicity, in print and online media, as well as radio
•99% of publicity specifically communicated and promoted the cause
•Over 5,000 SMS were sent just in 2 weeks’ time
•Significant increase of awareness concerning Actionaid’s work
•The required funds for the construction of the school were raised