ABOUT
We had to find a way of telling young people about the dangers associated with legal highs, the problem was they already thought they knew everything we had to say. We had to find a new way of communicating with this audience to get them to really consider the dangers of their decisions. So we created 'Ciao!', the trojan high.
Through a free sample of our new legal high 'Ciao!' we were able to communicate directly with those interested in legal highs and deliver them information designed to make them think about what they were really signing themselves up for.
After winning the IPA Pip award for the concept the Angelus Foundation loved the idea so much that it went into a live campaign, initially trialling in a small town but as word spread and our new legal high was featured in newspapers such as the Sun and the Mirror we opened it up to national orders. Following the delivery of the packets we used google analytics to track people coming back to a private section of our website accessible only to those who received a pack and used the password to get more information about legal highs. We had a return of over 30% of packs sent out which when compared with the average ROI for direct mail being 9% was a massive win for both us and the Angelus Foundation.
AWARDS
IPA Pip Award - Gold