Accenture Ramadan Direct Mailer
Objective:
Accenture initiated a charity campaign for the holy month of Ramadan. The objective was to encourage clients to participate in a unique charity drive, towards making contributions to various charities in UAE and KSA.
Creative Idea:
To develop a direct mailer that would engage the receipient creatively and prompt a call to action that would lead to charity.
Mechanism:
• A lamp is a unique representation of the Arabic / Islamic culture.
• The direct mailer contained a greeting card and lamp shaped die-cut.
• An instruction card directed the recipient to create a lamp with the die-cut.
• The fully formed lamp serves as a Ramadan souvenir. The client takes a photo of the lamp and uploads it on a specially designed microsite.
• As a result of this, Accenture donated AED 200 on behalf of the recipient to a charity in UAE / KSA.