2018 Bronze Best customer journey

Agency: GOOD Agency

Client: Macmillan

Campaign name: Whodunnit?

Campaign overview

More time to spend with friends

The brief

Macmillan’s Coffee Morning is hugely popular, but audience insights showed supporters wanted another excuse to get together with friends.

And although the audience loved Murder Mystery in its pilot year, results showed only
17% of sign-ups returned money.

Time to match fun with fundraising.

Strategy

Macmillan recognised how hard it is to ask friends for money, and understood that if the Coffee Morning hosts don’t ask then the game itself would have to.

They offered extra clues to help crack the case via text message – in exchange for a £3 donation. This softened the serious ‘charity’ element of the evening, replacing it with more entertainment and adding to the overall experience.

A simple event guide helped hosts plan, and a website hub and social channels inspired and helped guests with tips on getting into character, finding costumes and creating cocktails for the events.

Invitations in the event pack made it easy for hosts to invite their guests and there was a £5 text code included on the collection tin for the table, giving people another way to donate.

Creativity

The work demanded an Agatha Christieworthy story.

Because, as any Poirot fan knows, every character has to have a motive, relationships, scandals, history, the love affairs, the tears, the laughter.

Before making the marketing materials, the work required a script.

The theme was murder at sea, set aboard a glamorous 1920’s cruise ship – it certainly felt like a rich territory.

Characters were flamboyant, dramatic and sometimes hilarious, and the script was peppered with gasps, laughs and plenty of twists and turns.

The fundraising asks worked in harmony with the script so as not to stop supporters’ mid-monologue to prompt donations.

By peppering reminders throughout the journey, players could have fun and raise money.

Results

In addition to the 5,970 hosts (29% of signups) who raised money before and during the game, a total of 14,427 individuals chose to text for an extra secret clue on the night, donating £3 in the process.

Roughly 3,500 games used the text clues, raising a total of £43,281 in the process.

The addition of the text to donate code on the donation box prompted an extra 291 guests with no cash in their wallets to give £5 via text, boosting the text income to £44,731 and the total projected event income to £420,000.

Team

GOOD Agency - Helen Miller, Senior Account Manager - Emma Howard, Senior Copywriter - Rosie Boon, Associate Creative Director - Reuben Turner, Creative Partner - Elaine Cowen, Planner - Barney Cockerell, Creative Director - Greg Fagg, Artworker - Laura Warrington, Artworker - Helen Westlake, Account Director