Category: Dimensional Mailing
Advertiser: RONALD MCDONALD HOUSE
Product/Service: CHARITY
Agency: WELCOM
Account Director: Ulrika Brinkenberg (Welcom)
Copywriter: Niclas Hallgren (Welcom)
Art Director: Andreas Larsson (Welcom)
Account Manager: Anna Rosenqvist (Welcom)
Final Art: Marie Backhall (Welcom)
Creative Director: Jonas Sjövall (Welcom)
Media placement: Dimensional Mailing – 122 Pieces - Bring Express, Posten - 1 March 2012
Describe the brief/objective of the direct campaign.
Ronald McDonald House in Gothenburg is a centre where families can stay while their seriously-ill children, brothers and sisters are treated at the University Hospital next door. Last year 742 families stayed at the House. Every year, the House hosts a sponsors’ meeting, but unfortunately not very many people come along. What could we do to change that?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Who can resist returning a teddy bear to a child who really needs a bear hug? At the Ronald McDonald House, there are lots of teddy bears that provide support, comfort and entertainment for the children. It’s a tough job… but they love it. We let the teddy bears hand over the invitations to the sponsors’ meeting in person. In return, the teddy bears would get to spend a couple of weeks resting with the sponsor, and reminding the sponsor about the meeting every day. Each teddy bear is an individual. Therefore each one was delivered with its own personal letter and way of expressing itself.
Explain why the creative execution was relevant to the product or service.
The teddy bear is a symbol for the work that the Ronald McDonald House does every day, 365 days a year, providing support, comfort and entertainment to the families. Letting the teddy bears deliver the message about the sponsor meetings stirs up feelings. Giving them human characteristics and their own way of speaking makes it virtually impossible to ignore the message on the work that Ronald McDonald House does, and why this organisation is so important. And particularly why the contribution of the sponsors is so important. But most of all: who can resist returning a teddy bear to a child who really needs a bear hug?
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.
All 122 of the teddy bears came back. And the sponsors’ meeting was a great success.