We had to remember the main goal of the spot: generate a telephone call to collaborate as donor to Intermon Oxfam.We therefore decided to involve our target audience in the telephone call to become a member of Intermon Oxfam, thus helping people in poor countries to improve their lot.The idea was to create an emotional link between the person receiving the message and the harsh reality of the Third World. By making the problem, the solution and the donation tangible, we managed to bring that reality closer to the target audience.

Mailouts: 17,000.Lead responses: 850 (5%).Converted into donors: 722 (85%).Investment: €2,100.Approximate income: €3,255.ROI: 155%.