Cannes Lions

REGISTRATION DRIVE

TEQUILA\JOHANNESBURG, Benmore / ORGAN DONOR FOUNDATION / 2006

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Raise awareness for the Organ Donor Foundation through a cost-effective registration drive.

Hijack Valentine’s Day and make a powerful connection with people at a time when they are thinking of others. The integrated campaign comprised an ‘e-valentines card’, ‘Valentine’s cards’ in greeting card displays at leading newsagents and a personalised ‘Valentine’s card’ flat mailer to key celebrities and journalists.In just two days, a massive 21.3% increase in registrations from the e-mailed Valentine’s card alone. (Industry norm:1%.) Free press coverage in a leading newspaper as well as free exposure on South Africa’s top marketing website. Cost: less than 500 EURO.

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