Design Consultancy
J2 Design Marketing Internet Ltd
Stuart Dawson
020 8421 7444
stuartd@j2.net
www.j2.net
The Challenge
Oxfam launched Oxfam Unwrapped in 2004, enabling customers to purchase ‘virtual gifts’ for loved ones where an actual gift is channelled to people in poverty via Oxfam. Positioned within the gift market rather than the charity donation market, virtual gifts offer more lucrative opportunities for charities but indirect competition with major retailers of clothes, toys, electronic items and jewellery. Oxfam was one of the first larger charities to enter the virtual gift buying market and others soon followed.
The Brief
In 2005 J2 was briefed to create and manage a compelling identity for Oxfam Unwrapped’s virtual gift proposition, that would enable the charity to surpass 2004’s catalogue revenues and those generated by the website, direct mail and in store. Oxfam Unwrapped needed to maintain its position as market leader and build on its previous success as well as to increase the profile of its funding categories, geographical spread and promote its range of products.
The Design
The design solution considers the emotional and lifestyle habits of a predominantly UK audience. Quirky hero images and an individual tone of voice communicate an alternative to traditional gift buying in an environment where people are looking to be different. The refreshed identity communicates the attributes of the parent Oxfam brand but promotes a fresh and approachable offering for new and existing customers, positioning Oxfam Unwrapped as a gift-buying solution rather than a charitable donation. Key areas of work including apt - training and HIV and Health related gifts were prioritized at the front of the catalogue.
The Results
After the design re-fresh there was a 300% increase in revenues and 68% of business came from new customers. For Oxfam, the categories that require the most aid have to be addressed first: once a particular category reaches a less critical point, focus shifts to other key areas. In 2005 39% of Oxfam Unwrapped’s sales were in Livestock: by 2006 the design of the catalogue and other sales material enabled sales spread to be more even, and raised sales of intangibles like training packages from 3% in 2005 to 17% in 2006. Among Oxfam’s customer base, 32% are now repeat purchasers.
