thoughts and work

the challenge: to increase flat response rates while differentiating World Vision from competitors who have effectively matched their look, feel and purpose in consumers' minds

the creative strategy: giving a new twist to stories of children in need, in the context of how easy it is for Canadians to make a huge difference in a child's life

the execution: a mix of :120 and :60 DRTV spots driving to phone and an online landing page, where potential sponsors could deepen their emotional connection with a short video and immediately begin the sponsorship process

the result: "Two Simple Words" and "Reality" were the first spots in 8 years to match or beat the control creative in calls received and sponsorships, cost per call was about a third of industry standard – and we received a bronze DMA Echo Award for our success

the team: Ian Martin (AD), Jinnean Barnard (co-CW), Scott McKay (co-CW and CD) at MacLaren MRM

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