Specialist direct marketing agency DMS, unveils campaign for Meningitis Trust’s fresh ‘Coffee Break’ initiative – the ‘Big Dunkathon Coffee Break’.
Following a competitive pitch, DMS was selected to design and execute the DM campaign to increase participants and thus improve fundraising income for the charity.
On March 4, the ‘Dunkathon’ will see people get together, wherever they are, to indulge in the Great British tradition of biscuit-dunking. In aid of families affected my meningitis, the event will be supported by Tana Ramsay, with the top fundraiser winning a baking masterclass with her at the York & Albany Hotel.
Other prizes on offer are the chef’s new cook book and a year’s supply of biscuits. DMS is responsible for the event’s banner ads, the cold and warm e-mail campaign, press ads, YouTube videos and the DM recruitment and event pack.
Carrying the Meningitis Trust’s branding throughout, each strand of the campaign ties into the theme of biscuits and fundraising. Including video content of dunking participants, biscuit-based quizzes, competitions, biscuit bunting and hats, the DMS’ ‘Big Dunkathon Coffee Break’ is visually engaging at every stage.
Although the ‘Coffee Break’ has raised over £1.2 million in 16 years, the Meningitis Trust wanted to reinvent the initiative. With a new ingredient, the biscuit, DMS’ ‘Big Dunkathon Coffee Break’ campaign is designed to engage with both existing and new fundraisers.
The Meningitis Trust helps individuals and their families to rebuild their lives after meningitis has struck. Offering a range of practical, emotional and financial support for life, the charity is the oldest of its kind.
Rachael Brothwell, individual giving and events manager at Meningitis Trust comments: “We chose DMS because we were confident the team could provide a DM campaign that would successfully build momentum around the ‘Big Dunkathon’.
Innovative and creative, we are convinced that the generic appeal of the campaign will not only get current and prospect fundraisers engaged in dunking, but the Meningitis Trust as a whole.” Marie Newcombe, director, DMS adds: “As a new event, we were thrilled to be let loose creatively on the campaign. With so many initiatives going on, we had the opportunity to push ourselves and provide a campaign that drives home and adds fun to the importance of the charity and the ‘Big Dunkathon’ event.”
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