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Red Puppy Bikkie Day 2014
Awards
Industry Bronze - Not-for-Profit
Entrant
Federation
Nominee
Blind Foundation
Entrant Credits
Murray Reid, Louise Beauvink, Duncan Wilson, Bibi Bliekendaal, Ben Chandler
Nominee Credits
Nicola Garland, Cherie McClintock, Alison Wheatley
Entry Rationale
Red Puppy Bikkie Day is a tiny, 3-year-old event brand for the Blind Foundation.  It operates on the smell of an oily rag and was created solely to use up a major ‘over-order’ of cookie cutters from a previous promotion. The Blind Foundation invites schools, day-cares, businesses and donors to hold their own Red Puppy Bikkie Day, baking batches of puppy-shaped biscuits and sharing them with their family, friends and co-workers in exchange for donations to the Blind Foundation.

Bikkie Day struggled to get noticed or break even alongside the Red Puppy Annual Appeal. As a result, this year’s Bikkie Day was given its final chance.  Under pressure to prove its worth, it was allocated an even smaller marketing budget with higher expectations.

Choosing a term-time Monday tapped into the Monday Bake-offs already taking place in many businesses and schools, maximising the up-take. Extra pulling power was generated through celebrity chef, Nadia Lim, becoming involved.  An initial cost-effective lead generation pack was sent, with event packs and cookie cutters sent to those who registered. A follow-up to non-responders was sent via email rather than direct mail, once again to keep costs down.

A compelling new incentive was added to the mix: every event that raised more than $75 would go in the draw to win the chance to name a Guide Dog.

In a position of near extinction, the clever, strategic and creative shifts transformed Bikkie Day into an extremely hard working campaign that delivered far beyond expectations, increasing its net income six-fold.