Collar Pack
Guide Dogs NSW/ACT
Issue 4 | July 2008
Agency
BMF
Creative Team
Warren Brown - Executive Creative Director;Dylan Taylor - Creative Director ;Jun Harada - Art Director;Tim Wood - Copywriter
Production Team
Jenny Gaudry - Production Director
Other Credits
Georgina Mellor - Account Director;James Copely - Account Manager
Date
June 2007
Background
The cost of training and providing a guide dog to the visually impaired is extremely expensive. Furthermore, as a not-for-profit organisation, Guide Dogs NSW/ACT receives no government help and relies on individual donations. Guide Dogs therefore sought to tap into the corporate sector for major donations to train and support a dog for two years: some AUS$26,000. The objectives were twofold: to generate the sponsorships of two dogs; and to put Guide Dogs into the consideration set of major companies’ charity list for the next financial year via written or telephone feedback.
Idea
There were three core components to BMF’s strategy: the first was clear targeting; the second, the use of emotion; and the third was to leave prospects a permanent reminder. The agency profiled C-suite decision makers (CFOs, CEOs, etc) across metro Melbourne and Sydney, based on job title income level, property values and occupation codes. They washed the data against their home addresses and correlated their propensity to own a pet: discovering an 80% likelihood that they did. Through data profiling and inferred propensity to pet ownership, they decided to focus the creative execution on the life of the puppy to drive the emotional connection and tug on the heart and purse strings of the target companies. Finally, beyond the information in the pack and letter itself, they sought a way to remind recipients of what had been sent, so they used a real Guide Dog collar hoping that this would end up on their own dog.
Results
Four hours after the first 40 packs hit desks, Guide Dogs had a dog sponsored for life. The next day they received a donation of AUS$26,000. This was from a private individual who was aiming for her company to match it. The target was therefore achieved within 24 hours - testimony to the power of well-targeted, emotive direct mail.
Target Audience
Key executives in the top 100 companies across metro Melbourne and Sydney
Size
170 packs
Our Thoughts
Doing great work for a charity like the Guide Dogs looks as if it should be easy. But it isn’t. So full marks to BMF here for helping their target audience see in their minds’ eyes a puppy grow into an adult working dog. In one simple mailer they have simulated the experience of what it’s like to sponsor a dog. How chuffed the team must have been when the very first response was a cheque for $26,000.