HOW MUCH IS A CREATIVE DIRECTOR REALLY WORTH? by Acw Grey Tel-Aviv for Goldfish Awards

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HOW MUCH IS A CREATIVE DIRECTOR REALLY WORTH?

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Industry Shows, Events & Festivals
Media Direct marketing, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Executive Creative Director Yonatan Stirin
Creative Director Shani Gershi, Tal Riven
Art Director Nimrod Miman
Copywriter Yaniv Shachar
Released November 2009

Credits & Description

Category: Flat Mailing
Advertiser: RESHET SHOKEN
Product/Service: GOLD FISH - ISRAELI PRESS AWARDS
Agency: ACW GREY
Date of First Appearance: Nov 11 2009 12:00AM
Entrant Company: ACW GREY , Tel Aviv, ISRAEL
Executive Creative Director: Yonatan Stirin (ACW GREY)
Creative Director: Tal Riven (ACW GREY)
Creative Director: Shani Gershi (ACW GREY)
Copywriter: Yaniv Shachar (ACW GREY)
Art Director: Nimrod Miman (ACW GREY)
Account Manager: Dani Brande (ACW GREY)
Account Supervisor: Alon Armer (ACW GREY)
Account Executive: Tali Bielsky (ACW GREY)
Planner: Michal Hadi-Cohen (ACW GREY)
Agency Producing Manager: Lilach Yitzhak (ACW GREY)
Agency Producer: Meital Tzoref (ACW GREY)
Media placement: Flat Mailing - Direct Mailing - 11 November 2009
Describe the brief/objective of the direct campaign.
'Gold Fish' is Israel’s biggest print competition for over 16 years. We wanted to motivate as many Israeli ad agencies as possible, to send us their best work of the year. The main target audience of award shows is creative directors, as it is their ultimate opportunity to prove their value, and since they are the ones motivating their teams to create award winning work. Along a print campaign which targeted many of them individually, saying “Let’s see how much you're really worth”, we had to find new ways reach them in a more unique and surprising way.
Explain why the creative execution was relevant to the product or service.
The campaign touched our target audience in a very relevant and surprising time and place. Creative directors are mostly valued by their awards, and that has a direct effect on their salaries and bonuses.Our mailing used a guerilla technique by disguising itself as another form of personal mail – the salary paycheck – for the first time, and using a very relevant insight, in the most relevant time. Using a bold out of the box idea was the most appropriate way to communicate an award show, which commends innovation and creative thinking.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The month before the award show started, on the monthly salary pay day, every creative director in Israel received a paycheck that looked like his own, with his name on it. When he opened it he found the amount was missing, and a closer look revealed the message “Let’s see how much you're really worth”, along with an invitation to the competition opening event. This way we reached all our target audience, and we could know exactly which agency took part in the award show.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
250 paychecks were placed on the desks of creative directors of 42 ad agencies in Israel, which are pretty much all Israeli ad agencies. The campaign created a huge buzz among the creative directors and was talked about among the Israeli creative community and press. The campaign reached its goals: 14 agencies, a 1/3(!) of our target audience took part, including all the leading agencies; entries were increased by 20%, including a rise in new participants.