Centrepoint
Centrepoint Room Sponsorship
The challenge
How do you improve something that already works? Centrepoint had launched room sponsorship in 2007 and it was performing very well. But they suspected it could do even better. Especially as there were several competitive products emerging onto the market. So they asked us to reinvigorate the programme.
Strategy
Our approach focused on some key principles:
• Make the room the hero, not Centrepoint
• Make the supporter experience sector-leading while looking to drive down the cost of fulfilment.
• Test more inspiring creative while retaining direct marketing technique
What's good about it?
The ad
The new advertisement uses a ‘teaser’ placed earlier in the paper to replicate a familiar experience – walking past a young homeless person rather than stopping to help. It’s a powerful idea that stands out and is performing brilliantly. Flushed with success (and with a banker that works) we’re now looking to test new formats, ideas and asks.
The online experience
As well as a welcome pack, new sponsors are able to visit an online version of their room where they can take a virtual walkthrough. They can see what it means to a young person who’s been sleeping rough to have a shower, a door they can lock, and a place to study or apply for jobs. It brings their achievement to life in a new and immersive way. It’s a genuine supporter experience.
