Direct > Use of Direct Marketing

BATTERED WOMAN'S SHELTER

DRAFTFCB PARTNERS, Vienna / WIENER FRAUENHAUSER / 2010

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Overview

Credits

OVERVIEW

BriefWithProjectedOutcomes

Realisation:We break new grounds and make use of a media channel that has never been used before: Online real estate ads on standard.at, one of the biggest and most important real estate boards in Austria.

ClientBriefOrObjective

Target:Drawing high attention to the fact that a lot of women (also especially with stable social backgrounds) become victims of domestic violence. And therefore spend little money on actions.

Effectiveness

Sucess:32.000 views -> 31% increase in donations within the time of one month -> costs 2800 EURO

Relevancy

Mechanism:We put up ads of very impressive real estates at very low prizes – to get extra attention. Enlarging the provided pictures you could see abused women in the apartment. Instead of a detailled description of the object, we called the promotion: Even in the most beautiful apartments, ugly things happen.A link guided interested persons directly to the information and donations-area of women’s shelter.Why this idea is really good:Because with very little money thousands of people got addressed. And this within an environment that is relevant and surprising.

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