THE GUIDE DOG INTERVIEWS

Short List
TitleTHE GUIDE DOG INTERVIEWS
BrandGUIDE DOGS NSW/ACT
Product / ServiceGUIDE DOGS CHARITY
CategoryB04. Public Service, Charity & Fund Raising
EntrantTHE MONKEYS Sydney, AUSTRALIA
Entrant Company:THE MONKEYS Sydney, AUSTRALIA
DM/Advertising Agency:THE MONKEYS Sydney, AUSTRALIA

Credits

Name Company Position
Justin Drape Three Drunk Monkeys Executive Creative Director
Scott Nowell Three Drunk Monkeys Executive Creative Director
Noah Regan Thee Drunk Monkeys Creative Director
Becky Alperstein Three Drunk Monkeys Art Director
Henry Kember Three Drunk Monkeys Copywriter
Helen Willis Three Drunk Monkeys Agency Producer
Paola Morabito Three Drunk Monkeys Director
Carolyn Contois Three Drunk Monkeys Group Account Director
Jill Large Three Drunk Monkeys Account Director

The Brief

In 2010 Guide Dogs NSW/ACT brand awareness was strong with a large portion of the market having donated to the charity in the past. However at the time we were briefed it was suffering from the effects of intense competition. So much so that the charity had fallen off donators’ radars. We were briefed to reawaken donators’ relationships with Guide Dogs NSW/ACT, make the charity top of mind again and generate funds through donations. We needed the public of New South Wales to acknowledge the incredible commitment and effort Guide Dogs make for their owners. But most importantly, we needed them to donate.

Creative Execution

Office-workers live by their email calendars, and everything they do in their working week is booked into Entourage or Outlook. Our EDM highlighted the lifetime commitment to the job made by a Guide Dog, directly comparing this with the recipient’s

Describe the creative solution to the brief/objective.

We created an email meeting invitation for‘The Job Opportunity of a Lifetime’ and sent it to a work database. Recipients didn’t know the job description was for the role of a Guide Dog. Once clicked, the invite booked out a recipient’s calendar – for the rest of their life. This led them to our Youtube channel which featured humorous films of real people being interviewed for the role - and a link to donate.

Results

Our EDM had a 65% click-through rate, resulting in a 29% rise in site visits and most importantly, helping Guide Dogs NSW receive a 20% increase in donations on 2009. The cost? $0.