Royal New Zealand Foundation of the Blind

“This Puppy Needs You.” Four words. One simple, single-minded proposition - and a campaign that generated unprecedented emotional response and return on investment.

Results:

  • A creative campaign generating irresistible emotional connection with guide dog puppies.
  • An almost unheard-of result for regular-giving programmes: break-even inside 12 months.
  • Thousands of new supporters for guide dog training.
  • Gold award in Customer Acquisition from Marketing Association.
  • Campaign achieved 179% of income target with a first year return on investment of 1.93

The Story:

Puppy Sponsorship was an existing programme with potential to grow. Black’s campaign was integrated around the SMP ‘This Puppy Needs You’. The ultimate straightforward request. Hard to resist when looking into the eyes of a puppy.

Television commercials linked the life of Sasha the puppy to Natalie, a young girl who one day may hope to have a guide dog. This gave the emotional plea two solid rational drivers: the cost of guide dog training; and the need of a young blind New Zealander for an independent life.

Media inserts and direct mail clearly reflected the television creative. The mailing uses the medium to great advantage by carrying the very intriguing line ‘Your Puppy’s Inside’ on the outer envelope. The involvement piece included in the pack was a photograph of Sasha.

The use of ‘time warp’ effects on the footage of Natalie in her playground at school and at a pedestrian crossing added to the sense of danger and isolation that a blind New Zealander like Natalie can experience.

‘This Puppy Needs You’ won Gold in the ‘Customer Acquisition’ Category of the Marketing Associations’ RSVP Awards.

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