LIVE AID DIRECT MAILER
The goal for this project was to influence sponsors through direct mailing to donate funds for a Live Aid concert which raised awareness of a South African problem. The main problem which I chose to raise funds for, was the severe drought problem based in the Karoo. I found that there were three mains things that suffered terribly. Firstly the plant-growth and vegetation, which then affected the animals who could not feed, and then lastly the people of the Karoo suffered the most, simply because most of their businesses could not thrive in the drought.
Live Aid Logo
Besides the farmers, I found that there was one company who esspecially needed the drought to clear up for their business to continue, Bossieveld Craft Gin. They use a very common Karoo bossie as main ingredient for their gin.
The final concept evolved around the three things that had lost the life in them. The idea was to try and persuade the sponsor to help bring back some life into the Karoo.
Step 1 of Direct Mailer: Postcard with QR code
The first step of the direct mailing procedure contained a postcard which came in a wax sleeve that the sponsor can tear open.
This card did not contain much information and only a QR code. The reason for this was to urge the sponsor to learn more by scanning the QR code which led them to Step 2.
Step 2 of Direct Mailer: Front End Website
Step 2 consisted of a website where all the information, that the sponsor needed to know about the drought crisis, could be read. It also tells you more about Bossieveld Craft Gin and what they stand for, as well as all the information about the concert. After reading all of this information and believing in the cause, the sponsor could donate some funds on the last page of the website, all they had to do was fill in their details and click.
Step 3 of Direct Mailer: Flat Design of Keepsake Packaging
Interactive Bossieveld Gin Packaging
The last step of the direct mailing contained a gift/keepsake that was delivered to the sponsor to thank them for contributing to the cause and bringing back some life into the Karoo.
The keepsake that they received was a bottle of Bossieveld Craft Gin.
