Case History Database

With the GFC as a backdrop Guide Dogs Australia faced a potential collapse in donations if an existing downward trend was continued. Introducing Support Scent. A new fragrance to be worn in support of the blind and vision impaired. Changing both the strategic and creative approach completely halted the decline, engaged a new audience (W18-39) and delivered total donations in 2010 of AU$3,800,000. This result represents a 39% growth on projection. Is an incremental gain on projection in 2010 of AU$1,060,000. And delivers a positive ROI of 4.24:1, or 424% gain on every dollar spent

	Author / Senior Strategy Planner		Michael Hyde		Clemenger BBDO Melbourne
	Group Account Director		Ricci Meldrum		Clemenger BBDO Melbourne
	Account Director		Nici Henningsen		Clemenger BBDO Melbourne
	Art Director		Tom Martin		Clemenger BBDO Melbourne
	Copy Writer		Julian Schreiber		Clemenger BBDO Melbourne
	Creative Director		Ant Keogh		Clemenger BBDO Melbourne
	Executive Creative Director		James McGrath		Clemenger BBDO Melbourne
	Executive Planning Director		Paul Rees-Jones		Clemenger BBDO Melbourne
	Print Producer		Mary Darzi		Clemenger BBDO Melbourne
	TV Producer		Sevda Cemo		Clemenger BBDO Melbourne
	Marketing and Fundraising Manager		Theresa Hoogland		Guide Dogs Victoria (On behalf of Guide Dogs Australia)