PING-PONG BY NOISE by M&C Saatchi Sydney for Noise International

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PING-PONG BY NOISE

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Industry Publishing & media
Media Design & Branding
Market Australia
Agency M&C Saatchi Sydney
Director Dean Tirkot
Executive Creative Director Ben Welsh
Creative Director Gavin Mcleod, Hamish Stewart
Art Director Salvatore Gullifa, Alex Booker
Producer Josh Bryer
Released May 2011

Awards

Caples Awards 2011
Direct Mail & Print Direct mail dimensional, over $5 Finalist

Credits & Description

Category: Promotional Item Design
Advertiser: NOISE INTERNATIONAL
Product/Service: PING-PONG TOURNAMENT
Agency: M&C SAATCHI
Agency: MARK
Copywriter: Josh Bryer (M&C Saatchi/Mark)
Art Director: Alex Booker (M&C Saatchi/Mark)
Art Director: Salvatore Gullifa (M&C Saatchi/Mark)
Digital Art Director: Ben Huxter (M&C Saatchi/Mark)
Creative Director: Gavin McLeod (M&C Saatchi/Mark)
Creative Director: Hamish Stewart (M&C Saatchi/Mark)
Executive Creative Director: Ben Welsh (M&C Saatchi/Mark)
Producer: Josh Bryer (M&C Saatchi/Mark)
Director: Dean Tirkot (Dean Tirkot)
PR Manager: Laura Clarke (Noise International)
Sound Engineer: Kathleen Burrows (Noise International)
Creative Director Audio Production: Bruce Heald (Noise International)
Executive Producer Audio Production: Dan Higson (Noise International)
Developer: Michelle Hickson (Doobalah)
Developer: Shahriar Jamshidi (Doobalah)
Print Producer: Josephine Panetta (M&C Saatchi/Mark)
Media placement: Direct Mail - Dimensional - 40 Mailings To Sydney ECDs - 5 May 2011
Media placement: IPhone App - Available For Free Download Through The App Store - 5 May 2011

Describe the brief from the client
Noise International is a Sydney-based sound studio specialising in sound design and music composition for the ad industry.

The task was to raise the client’s profile with 40 top Sydney agencies, and attract new business by showcasing their sound design & music capabilities.

Describe the challenges and key objectives
The aim was to get as many Sydney creatives as possible to experience the Noise brand (their people and their premises) and get a taste of their abilities. However, as we all know, advertising is highly competitive – with lots of different sound studios competing for agencies’ business.

The solution was to hold an inter-agency ping-pong tournament at the Noise offices. Sydney’s top ECDs were invited by an interactive Direct Mail piece featuring novel sound, and original music by Noise.

The trick was getting noticed, with a DM pack that would stand out in format, purpose, and above all, design.

Describe how you arrived at the final design
The DM pack took the shape of a custom-built mini ping-pong table, designed to house 2 iPhone 4s, encased in accompanying ping-pong iPhone covers. 2 players could then battle it out with a free ‘Noise Pong’ app.

The intention was to give the whole piece an underground 'Fight Club' feel, appealing to both the pop culture mindset and competitive natures of the ad-land target audience.

Key design elements were cage wire and a worn-out ping-pong table, where endless battles have taken place. The typography was inspired by old New York neon signs, adding to the gritty back-alley feel.

Give some indication of how successful the outcome was in the market
Of 40 DM packs sent to Sydney agencies, 24 agencies signed up and took part in the tournament (a total of 96 creatives) – a response rate of 60%.

Another 100 agency supporters attended – a total of nearly 200 people.

At last count, the app had been downloaded 16,603 times. The video reached 2,300 views on Vimeo in 5 weeks.

15% of new business was a direct result of the campaign.