World Vision embarks on DRTV and radio ad drive

by Daniel Farey-Jones,, Brand Republic 14-Dec-04, 07:00

LONDON - Third-world charity World Vision is promoting its gift catalogue over the Christmas period through a DRTV advertisement featuring comedian Brian Conley and radio activity on Classic FM.

The three-week campaign starts this week and was developed by FCBi London, with media planned and bought by Zed.

It highlights the catalogue as an alternative to the usual present-giving at Christmas. The catalogue contains practical items for people in the third world and the campaign suggests giving them on behalf of a friend or relative.

The 60-second DRTV ad is set on Christmas Eve and shows Conley at home beside the Christmas tree, having bought his family presents from the World Vision catalogue.

It then moves into Christmas morning and shows the delight of his mum and dad (played by actors) as they discover their gifts. The ad features the World Vision phone number and website address.

The tie-up with Classic FM also begins in mid-December and consists of live reads by presenters, as well as competitions to win anything from a herd of goats for a family in Bangladesh to books for a school.

Registered Classic FM listeners will receive the World Vision catalogue and be directed to a microsite through Classic FM's site.

Dan Douglass, managing partner, creative, at FCBi London, said: "Using one of Brian Conley's cheeky chappie characters was the ideal choice, surprising his family with gifts that make a real difference."

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