Porteur: LETTERS FROM AFRICA - EMAIL

Credits & Description:

Advertiser: PORTEUR
Agency: M&C SAATCHI STOCKHOLM
Category: Permanent Retail
Advertising campaign: LETTERS FROM AFRICA - EMAIL
Agency: (M&C Saatchi Stockholm)

Implementation
We sent personal e-mails from impatient kids in Africa targeted to influential urban professionals. This way, we not only highlighted the great cause of buying a Porteur – we put a person behind it (and delivered a fun story to read together with your morning coffee). We wanted them to visit the site or respond in some other way to spread the word about Porteur.

Outcome
Over 80% responded by visiting the site or connected in some other way with Porteur.Selected voices:"Great initiative!""I was happily surprised to read your letter.""Does it come in pink?"

Execution
In Africa the need for bicycles is estimated to tens of millions. One for One is the Porteur way to contribute. The strength of the campaign is the changed perspective. For every Porteur bike waiting to be sold, there’s a kid in Africa who’s waiting for a bicycle.

Client Brief Or Objective
Porteur is a bicycle brand with a simple promise: For every bicycle sold, a UNICEF bike is donated to children in need – One for One. We wanted to create awareness about Porteur among selected influential urban professionals in an original and unexpected way.