DRIME is an evangelical ministry with headquarters in Canada and bases around the world. The campaign was developed with DRIME’s desire to celebrate its 20th anniversary and share the ministry’s vision to plant 20 new bases.
The campaign emphasized the ministry’s vision and the celebration of its 20th anniversary. The metaphor of buildings as candles represented future DRIME bases. The buildings represented future cities and echoed DRIME’s identity of street evangelism. The cake personalized the idea of “anniversary.” DRIME is a relationship-driven ministry, hence we wanted the tone of the campaign to project warmth and intimacy. We wanted the target audience to feel that they were celebrating DRIME’s birthday, not an organization’s anniversary.
The campaign raised over the targeted amount of $20,000 in less than three months.
The client was so thrilled with the result that they stopped by our office with Tim Horton’s coffee, donuts and a beautiful Thank You card that matched the campaign theme!
Channels
- Acknowledgment letter and insert
- Direct mail invite
Web
- Banner on corporate website
- Interactive campaign micro-site that allowed target
audience to donate and/or send DRIME a birthday wish - Social media
- Video
Advertising
- Phone campaign
- Word-of-mouth
- Event