Project: Christmas Card Campaign 2014
Brief: In partnership with the FT, stuff the Crisis Christmas Campaign sought to encourage large corporations to donate their Christmas card budget in return for the e-cards to be sent out to their employees, cialis stakeholders and customers. The brief was to create a musical e-card that showcased the beneficiaries of Crisis and highlight the kind of programs that they undertake, advice as well as the digital platform to market the campaign.
Challenge: Having run this campaign for the last 6 years, we rattled our creative minds with our friends The Hadley Brothers and Rex Horan, to deliver an original, fun and engaging concept. The challenge was always going to be in finding a new creative solution that would fully involve real Crisis members, avoid too many religious connotations and be genuinely enjoyable to watch/listen to, while resonating with the wide audience and the theme of Christmas.
Creative: Each year has become an opportunity to celebrate the constructive influence that Crisis has had on members lives, opening doors to friendships, new skills and opportunities. We wanted to continue celebrating that creativity through music in our new e-card offering. We established a Crisis Choir that involves a number of talents not just singing but providing musical and rhythmical accompaniment. Each film combines short 2-5 second clips that quickly build into a recognisable Christmas song and the final shot with the Choir singing together.
We broke down the melody, harmony and rhythm of our Christmas song into constituent visual parts, by creating a sequence of picture-in-picture shots (PIP) of members performances and presented them in strips in the picture frame.
Over the course of the melody the sounds and clips build into a rich audio tapestry, the story is simply the music and the wonderful people who make it.
Results: This campaign raised £430,000 for the charity, which represents a 9:1 return on investment for the whole campaign. This is unheard of in this type of fundraising. We remain the number 1 digital e-card campaign for a charity and have been awarded Best Use of Digital Media at the Institute of Fundraising National Awards for this campaign, which is a huge accolade in terms of effectiveness, as well as the 2014 Grand Prix at the IVCA awards for the previous year’s cards.