Title | THE GUIDE DOG INTERVIEWS |
Brand | GUIDE DOGS NSW/ACT |
Product / Service | GUIDE DOGS CHARITY |
Category | B04. Public Service, Charity & Fund Raising |
Entrant | THE MONKEYS Sydney, AUSTRALIA |
Entrant Company: | THE MONKEYS Sydney, AUSTRALIA |
DM/Advertising Agency: | THE MONKEYS Sydney, AUSTRALIA |
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 |
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.
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
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.
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.