Best of John Caples '12
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This document summarizes several direct marketing campaigns from an advertising festival. It describes a campaign that sent teachers pencil cases filled with unexpected items to raise awareness of rising youth drug addiction. It also outlines a campaign for Amnesty International that used invisible lemon juice writing on invitations, like prisoners use, to raise awareness of human rights violations in prisons. The Amnesty campaign resulted in a 30% increase in 2012 donations.
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Best of John Caples '12
- 1. Best of the best direct campaigns John Caples ’12 Our favourites from the festival By Dominique Poncin & Herman Geubels
- 4. IKEA The Catalogue that pays rent
- 5. DB EXPORT DRY Using wine to sell beer
- 12. Monteith’s Cider “Sorry about the twigs”
- 14. NRMA Insurance Australia Car Creation
- 16. Fundacion Reina Sofia (Spain) BANK OF MEMORIES
- 17. Brothers for Life TWITTER ARMY
- 19. Chill Out e.V. (Non-Profit) THE PENCIL CASE
- 20. Challenge Raise awareness about drug addiction in youths among teachers and school leaders. Solution A direct mail campaign that called attention to the fact that drug addiction amongst kids starts earlier today than ever before. Schools and teachers received a typical pencil case filled with unexpected supplies. Results 62% of the educational institutions contacted the organisation and 18 schools have actively integrated the program into their curriculum.
- 22. Red Tomato Pizza VIP FRIDGE MAGNET
- 23. Red Tomato Pizza, Dubai
- 24. Amnesty International LETTER FROM A PRISONER
- 25. Challenge Raise awareness for the human rights violations in prisons. Solution An invite to a letter marathon was send out to Amnesty’s list of respondents. The invitation itself was produced by using a special technique, often used by the prisoners themselves to write secret messages. The message was written in lemon juice, which makes it become invisible. Only by ironing the paper, the message gets revealed. Results The value of donation in 2012 increased by 30%
- 27. Prepared by Strategic Cell DDB Brussels @dponcin http://ddbbrussels.tumblr.com http://www.twitter.com/ddbbrussels http://www.facebook.com/ddbbrussels