Category: Dimensional Mailing
Advertiser: ENDANGERED WILDLIFE TRUST
Product/Service: EVEREST EVENT
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Executive Creative Director: Damon Stapleton (TBWA\Hunt\Lascaris, Johannesburg)
Creative Director: Kamlesh Jogee (TBWA\Hunt\Lascaris, Johannesburg)
Art Director: Thereza Norton (TBWA\Hunt\Lascaris, Johannesburg)
Copywriter: Mike Vines (TBWA\Hunt\Lascaris, Johannesburg)
Model Maker: Greg Pentopoulous (Oak Tree Studios)
Audio Engineer: Louis Enslin (Produce Sound)
Voice Artist: Theo Landey (Leads Artists Agency)
Voice Artist: Matt Egan (Intertalent)
Media placement: Direct Mail - Direct - 1 October 2011
Describe the brief/objective of the direct campaign.
The Endangered Wildlife Trust is an NGO focused on conservation. It recruited South African Everest summiteers to host a fundraising event where memorabilia from their climbs would be auctioned. We were briefed to produce a special invitation for 10 top businessmen (including Sir Richard Branson, in the country at the time) that would grab their attention and guarantee their attendance.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As invitations, we hand-delivered walkie-talkies lodged in blocks of ‘ice’. Each walkie-talkie was loaded with an audio track bringing to life a harrowing climb up the world's highest peak.
Explain why the creative execution was relevant to the product or service.
The appeal of the event was the chance to mix with living, breathing Everest summiteers. Hearing their experiences is as close as ordinary people get to actually scaling Everest. Our unique piece stood out from the many pieces of direct mail and invitations typically received by in-demand CEOs and financial directors.
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.
The event was well-attended and EWT managed to raise a much-needed R600,000 for their conservation efforts – in a single night.