Anglicare Fund Raising Angel Pens
Anglicare needed a fresh approach for their fund raising activities in order to increase sales and diversify and grow their product range.
The Brief
Traditionally, Anglicare had produced Christmas tree angels which were
sold to their target market of parents with young
children. Arid Zone was asked to create a campaign that would increase
sales for the most significant fund raising event on the Anglicare
calendar. The campaign needed to fit in with the existing “Be
an angel this Christmas” theme for assisting disadvantaged families.
The Execution
Arid Zone built on the existing angel tree decorations by sourcing a range of custom made moulded angels designed to fit onto brightly coloured pens. The clear styrene plastic angels were moulded onto the pens and formed part of the pen’s “click action”. Anglicare had a limited budget for this campaign and the “Angel Pens” were a cost effective method for:
- Increasing charitable funds to Anglicare
- Encouraging the target to make multiple purchases. Angel Pens are presented as a set.
- Encouraging the target to make repeat purchases. Angel moulds cannot be removed from the pens.
- Increasing brand awareness. The pens were branded with the company’s URL to increase Web traffic and increase donations
- Creating a unique and memorable product
The Result
Angel Pens were used in above-the-line advertising for Anglicare and
achieved some remarkable results for the charity.
The client was extremely pleased with the outcome. The first run of
the product sold out, exceeding all expectations. Arid Zone successfully
responded to Anglicare’s brief by:
- Decreasing client costs through our extensive buying power
- Increasing client sales by creating on going product usability and repeat replacement purchases
- Creating an appealing product which complimented the existing angel theme and added value to the brand
- Increased traffic to the Anglicare Website increasing overall charitable donations
- Winning a Silver APPA award for Limited Budget Campaigns.
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