Best Use of Strategic Insight

TITLE: Snack Sized Donations
AGENCY: PHD
CLIENT: The Smith Family

OBJECTIVES
With the economy slowing and media habits shifting, PHD needed to identify The Smith Family’s core donating audiences and find new ways to generate donations.

CAMPAIGN
Data mining of The Smith Family’s donor base found that 35% of its regular donors were aged 25 to 35 – professional careerists, tertiary educated with high disposable incomes. However, group sessions showed PHD that this target was attracted to low commitment lives.

This insight led the agency to step outside the typical channel planning role into areas of marketing and new product development. The idea of snacksized donations via the mobile phone was created. To make donating easy, set amounts could be donated and charged to the customer’s mobile bill, avoiding the need for credit cards.

A mobile campaign then targeted the 25 to 35-year old target group.

RESULTS
The campaign prompted 7023 people to trial the new method of donating. The solution achieved the objective of finding a new route for generating donations, which is set to be used in The Smith Family’s future activities.

Judges' Comments
The media agency per formed a thorough interrogation of its client’s prospective contacts and donation barriers, leading to a single proposition of commitment-free giving.