Category: Charities
Advertiser: LIGHT FOR THE WORLD
Product/Service: FUND RAISING
Agency: PKP BBDO
Creative Director: Erich Enzenberger (PKP BBDO)
Art Director: Julia Reischmann (PKP BBDO)
Art Director: Daniela Reichmann (PKP BBDO)
Marketing: Gabriel Müller (Licht Für Die Welt)
Chief Creative Officer: Roman Sindelar (PKP BBDO)
Media placement: Teddy Bear & Folder - Toy Shops In Vienna - 5. May 2011
Describe the brief/objective of the direct campaign.
'Light for the World' supports people who are blind, otherwise handicapped or in danger of becoming so – especially children – in Third World countries. As a matter of fact, €30 is enough money to restore a blind child’s eyesight, e.g. in cases of cataracts. Light for the World convinced 10 premium toy shops in Vienna to help acquire an affluent target group as donors.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The agency created a toy that encapsulates the problem as well as the simplicity of the solution. Blind teddy bears were on sale for €30 accompanied by a small tagged folder. The cover of the folder shows 3 black dots on a yellow ground, the symbol for visually impaired people in German-speaking countries and familiar to everyone. Two of the dots are real buttons, the 'new eyes' for the teddy bear. The folder also contained a thread and a needle. Thus, customers could make the bear see again as easily as giving back eyesight to a Third World child.
Explain why the creative execution was relevant to the product or service.
The toy shops proved an ideal setting because they combined an emotional openness toward children with a bad conscience (because blind children in the Third World are decidedly far worse off than the target group's own children) and the opportunity to make the problem visible in an innocent way that still caused emotional concern. It also allowed us to demonstrate how simple it is to help with the equivalent of a moderately priced toy.
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 whole limited production run of 1,000 teddy bears sold within a month. Additionally, over the course of 3 months, donations increased by 39% compared to the reference month of the previous year!