The Salvation Army: Christmas 2009
MIKE COLLING & COMPANY AND WATSON PHILLIPS NORMAN
CLIENT • The Salvation Army
THE TEAM • Mike Colling, Nicky Legg, Louise Dean, Bodhi Morrison, John Eversley, Maria Phillips, Mick Eglington, Polly Jones, Sandra Money, Tod Norman.
WHAT ISWONDERFULABOUT THIS WORK? • Amidst all the gimmicky Christmas advertising, this integrated campaign stood out for its simple honesty, integrity and compassion. It had a market-leading ROI (1.42 on cold, 14.18 on warm), 126,068 new donations, 27,604 from new channels and YOY ROI up 18%.
OBJECTIVES• Recruit maximum new donors at a one-year ROI...