2013 Bronze Best use of Film and/or Audio

Client Guide Dogs

How did the campaign make a difference? The 'Dave and Quince' DRTV advert ran during blind participation events at the Paralympics. 2012 was the most successful year ever for Guide Dogs. The ad has generated more than 6,000 donations and raised over half a million pounds.

What details of the strategy make this a winning entry? For just £1 a week, you can sponsor a special puppy through its two-year guide dog training. There is a growing consumer trend for responding to charity campaigns via SMS and online, so those methods were the main calls to action. The key insight was that potential supporters want to see authenticity and real stories. What became clear from research was that showing the emotional connection between a dog and its owner was the single most compelling factor in engagement. The DRTV advert was launched during the Paralympics and its performance boosted through a partnership deal with Channel 4, which allowed tactical placement during each of the blind participation events. A 10-second promotional tail ran on Bauer Music channels to target a younger demographic for donations and Facebook likes. This has proved particularly successful, generating a positive ROI and over 15,000 likes. The launch was supported through partnership with The Daily Telegraph as well as contextual online display activity.

How did creativity bring the strategy to life? The inspiring creative, focused on the real-life story of Dave and Quince, reflected the huge benefits of a guide dog and the depth of the relationship between a dog and its owner. Dave lost his sight when he was 17, which greatly affected his confidence and independence. There's an incredibly strong emotional bond between Quince and Dave. The effect Quince has had on his life paints a compelling picture. The ad showed the life-changing impact guide dogs have on their partners every day. The campaign also showed Betsey, a real guide dog puppy, at the Guide Dogs National Breeding Centre. While the need for support is clear - every hour in the UK someone loses their sight - the advert maintained a very positive message and tone of voice.

Results The first month of activity was targeted to recruit 369 donors at a cost of £84,000 and an ROI of 0.42. 631 donors were recruited at a cost of £95,000 and an ROI of 0.75. The TV ad drove donors online; the click-thru rate improved by 47% and the number of online donors by 63%. And Guide Dogs are now profitably recruiting donors from the age of 25 upwards.