Category: Dimensional Mailing
Advertiser: ARTSWESTCHESTER
Product/Service: ARTSWESTCHESTER
Agency: WUNDERMAN
Executive Vice President/Chief Creative Officer: Nick Moore (Wunderman)
Group Creative Director: Brendan Dowling (Wunderman)
Associate Creative Director: David Reitman (Wunderman)
Copywriter: Brad Mettey (Wunderman)
Art Director: Jane Kim (Wunderman)
Media placement: Dimensional Mailer - Mailed To Potential C-Level Donors - March 26th, 2012
Describe the brief/objective of the direct campaign.
The arts are under attack. In difficult economic times, public funding is threatened and corporate funding is drying up. Supporting the arts doesn’t seem to be a priority.
Just north of New York City, the not-for-profit organisation ArtsWestchester has a simple message for major corporate and private donors: without your continued and increased financial support, the arts may fade away, and all our lives will be the less for it.
Is that the world you want to live and work in?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Send a high-impact, dimensional mailing to corporate decision-makers, dramatising what is at stake and why it is imperative to act now. Ask for a direct dialogue with the CEO of ArtsWestchester.
Explain why the creative execution was relevant to the product or service.
A grey box arrives on your desk. A very grey box. With a challenge to imagine an unthinkable future.
Inside, a suggestion of the vast array of media and activities supported by ArtsWestchester, fading to grey. And a colourful crayon box, which seems to be the solution to this monochromatic future. But inside? Surprise! Only grey crayons. Unless you act, the future of creativity is at risk!
The call-to-action suggests an intriguing partnership and asks for a phone call directly to the CEO of ArtsWestchester.
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.
Although the sample size was too small to project meaningful statistical results, successful personal contact was made with most of ArtsWestchester’s key benefactors and corporate prospects, and conversations are ongoing. The mailing is currently being extended within the target audience and being adapted for a mass mailing to affluent private contributors.