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DRTV: Big Brothers Big Sisters of Canada
Situation:
The Big Sisters organization was experiencing a steady decline in volunteers. Research revealed that consumers had little recognition of the brand, felt the time commitment was too demanding, and thought that the experience might not be enjoyable.

Solution:
Creative Solutions repositioned the Big Sisters brand and used national DRTV as the key medium to represent the brand on a more emotional level. The simple message demonstrated the ease of becoming a Big Sister, and the impact that a few hours a week could have on the life of a child. DRTV efforts were supported with print ads, outdoor, collateral, PR and online marketing.

Result:
The program was a huge success, generating a 6% annual lift in volunteer rates. The campaign was utilized for several years and won numerous awards including the Best of Show at the Philadelphia Direct Marketing Association Benny Awards.


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