A campaign that saves the day.
The American Red Cross (ARC) entered the fourth quarter of 2009 with a funding deficit. Their efforts to close the income gap had been hindered by lower-than-anticipated disaster giving due to a lack of major disasters and the country’s economic crisis. As their agency partner, we knew we had to find a new way to capture a greater share of holiday and year-end giving.
Our overarching strategy was to create a “surround sound” effect in the marketplace during the season. Into this timeframe, we designed and inserted a multi-channel campaign around the new positioning of “Give the gift that saves the day” that was a hybrid of direct response and branding designed to lift total response. The campaign was structured to drive interest by employing direct response TV, print ads, web banners and transit ads to build awareness and drive donors to the website.