Max Havelaar: CUT IT OUT FOR CHANGE

Credits & Description:

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media

Advertiser: MAX HAVELAAR

Product/Service: FAIRTRADE COTTON

Agency: RAPP

Date of First Appearance: Jan 15 2010 12:00AM

Entrant Company: RAPP, Paris, FRANCE

Entry URL: http://www.changeonsdetiquette.fr/uk/

Deputy Managing Director in charge of the Creation: Damien Frossard (RAPP)

Creative Director: Guillaume Durand (RAPP)

Managing Director: Stéphane Raoul (RAPP)

Art Director: Samuel Lemercier (RAPP)

Branding content director: Romain Pergeaux (RAPP)

Copywriter: Harold Gossart (RAPP)

developper: Nicolas Barradeau (RAPP)

producer: Hugo Allard (Mikros Image)

TV prod: Yaelle Cattan (RAPP)

Lead Graphist: Jimmy Audoin (Mikros Image)

Planner strategic: Johan Berger (RAPP)

Media placement: Street Marketing - Paris, Lyon, Marseille, Strasbours,... - 27/02/2010

Media placement: Website - Internet - 15/01/2010



Describe the brief/objective of the direct campaign.

In France, fairtrade coffee and chocolate are very popular.
Small producers in developing countries are growing.
Large brands are playing the game.

Consumers are loving it.

However, French textile brands have been staying away from fairtrade cotton.
And yet, consumers are asking for it.



Explain why the creative execution was relevant to the product or service.

1-Reinvent the street petition.
The Fairtrade Foundation launches ethical label cutting.
Throughout France, volunteers invite consumers to cut off their label to show their desire for change. This symbolic and committed action will draw the attention of passers-by and the media. More visibility brings more signatures.

2-Reinvent the online petition.
The Fairtrade Foundation launches the first video clip petition.
The singer Micky Green is intrigued by the project.
She entrusts the production of her music video to the agency.
The evolving video clip is gradually revealed as more signatures are added.
To see the final image, 10,000 web surfers need to sign the petition.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The Fairtrade Foundation decided to organise a petition.
To collect as many email addresses as possible.

The objective: make brands aware and offer them a deal that’s beneficial for all.Each time a brand launches a range made from fairtrade cotton, the Fairtrade Foundation will support the initiative with an email campaign directed at consumers. The brand will therefore be promoted.
Consumers will be informed and satisfied.
And small producers will see their business grow.
Ok. But there are so many petitions for all kinds of causes. How do we stand out from the crowd?



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.

100,000 signatures in a few weeks.
612 500 € media value… for $0 media investment.

Very wide press coverage.
In particular in the textile trade press.

Fairtrade cotton finally has a future in France.