SPCA in Hong Kong appeals to the craving for more space

Share this content:
SPCA in Hong Kong appeals to the craving for more space
SPCA in Hong Kong appeals to the craving for more space

The Offer: The Society for the Prevention of Cruelty to Animals in Hong Kong partnered with DDB and Tribal DDB to raise awareness of battery-farming practices in Hong Kong and elsewhere with the “Think Your Place is Small?” campaign. The campaign offers recipients a perspective on chickens' homes in captivity. 

The Data: The SPCA campaign targeted Hong Kong's affluent, trend-setting demographic who purchase higher-priced organic chicken and eggs. Mail drove recipients to SPCA.org.hk to learn more, sign up for e-newsletters and learn what they can do to help.

The Channel: In addition to the 2,000 mail pieces, the teams plan to release a 2011 online phase of the campaign. More mail drops are also expected. 

The Creative: The mailers, shaped like chickens, had each piece's “beak” hanging out of the mailbox to induce an emotional response to the animals' restricted space.

The Verdict: This high-impact campaign effectively makes its point by literally driving the message home – to Hong Kong mailboxes. When the recipients see the size of a chicken's cage via their mailboxes, they're motivated to take action. Subscriptions to the SPCA newsletter will keep the conversation going.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here