Absa Bank DM 72 HOURS OF CREATIVITY by The Jupiter Drawing Room South Africa

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72 HOURS OF CREATIVITY

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Industry Banking & Financial Services, Business equipment & services, Corporate Image
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Pierre Odendaal
Creative Director Rajesh Ranchod Johannesburg
Art Director John Withers, Julie Thorogood Johannesburg
Copywriter Thembalethu Msibi, Theo Egbers
Released January 2011

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: ABSA BANK
Product/Service: SPONSORSHIP OF THE 2011 DESIGN INDABA
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Jan 3 2011
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Entry URL: http://www.absa72.co.za
Chief Creative Officer: Brad Reilly (The Jupiter Drawing Room)
Executive Creative Director: Pierre Odendaal (The Jupiter Drawing Room)
Copywriter: Thembalethu Msibi (The Jupiter Drawing Room)
Art Director: John Withers (The Jupiter Drawing Room)
Copywriter: Theo Egbers (The Jupiter Drawing Room)
Art Director: Julie Thorogood (The Jupiter Drawing Room)
Account Director: Natalie Little (The Jupiter Drawing Room)
Creative Director: Rajesh Ranchod (The Jupiter Drawing Room)
Media placement: Print - Strategic Marketing; Journal Of Marketing; Mahala Magazine; Design Indaba Magazine; & Advantage Magi - 3 January 2011
Media placement: Press - Mail & Guardian Newspaper - 18 February 2011
Media placement: Web Banners - Web - 19 To 25 February 2011
Media placement: Website - Www.absa72.co.za - 19 February To Present
Media placement: Memory Stick Wall - Design Indaba Event 2011 - 23 To 25 February 2011
Media placement: Stickers - Design Indaba Magazine - 23 To 25 February 2011

Describe the brief/objective of the direct campaign.
The brief was to generate awareness of, and promote Absa Bank’s sponsorship of the 2011 Design Indaba, the world’s biggest design conference, which runs over three days. Over 2000 creative minds attend, including international speakers, and creatives from all spheres from around the world. The audience is made up of South Africans who are aware of Absa, and international delegates who are not. The strategy was to ensure that the bank stood out as one of the three sponsors of the event as well as communicate the brand’s positioning on their arts sponsorships, which is summed us as “through collaboration, great things can happen.”

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came up with a theme “72 Hours of Creativity. Creating great design together.”
The idea was to encourage delegates attending the conference to contribute photos, videos and messages over 3 days, towards creating the biggest digital art piece ever at a South African event.
Contributions could be emailed or uploaded at our upload centre at the conference venue.
The submissions would then be fed to our website, then displayed on two 5-meter digital walls installed at the conference venue and onto an interactive screen installation.
We wanted to create a unique, interactive experience at the event and encourage collaboration.

Explain why the creative execution was relevant to the product or service.
Absa’s philosophy and ethos as a financial services provider is “working together, anything is possible.” With this campaign, we referenced that belief and executed it creatively. We asked creatives to be creative, giving them the tools to decide how the art piece will look, at the same time embracing new technology and communication channels.

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.
We inspired everyone attending the conference to collaborate, bringing their minds together to creatively make this happen. We made history for the most collaborated, digital experience and campaign in South Africa.