Absa Bank DM DESIGN FIGHTS by The Jupiter Drawing Room South Africa

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Industry Banking, Banking & Financial Services
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan
Art Director Sergio Ines Johannesburg
Copywriter Aviv Weil Johannesburg
Producer Helen D'hotman
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: ABSA BANK
Date of First Appearance: Feb 26 2010 12:00AM
Entry URL: http://www.designindaba.com/designfights
Chief Creative Officer: Graham Warsop (The Jupiter Drawing Room (South Africa))
Executive Creative Director: Thomas Cullinan (The Jupiter Drawing Room (South Africa))
Art Director: Sergio Ines (The Jupiter Drawing Room (South Africa))
Copywriter: Aviv Weil (The Jupiter Drawing Room (South Africa))
Producer: Helen D'Hotman (The Jupiter Drawing Room (South Africa))
Production House: Benon Czornij (Buynary)
Production House: Marleze Visser (Buynary)
Production House: Tyrone Pearce (Buynary)
Production House: Mike Hayes (Buynary)
Game Programmer: Craig Wessels (Wicked Pixels)
Game Programmer: Andrew Shaw (Wicked Pixels)
Game Programmer: Magda Roets (Wicked Pixels)
Media placement: Interactive Web Application - The Web - 30 April 2010
Media placement: Banners - Design Indaba 2010 - 24 February 2010
Media placement: Placemats - Design Indaba 2010 - 24 February 2010
Media placement: Mugs - Design Indaba 2010 - 24 February 2010
Media placement: Tent Cards - Design Indaba 2010 - 24 February 2010
Media placement: Print - Design Indaba Magazine May 2010 - 30 April 2010
Media placement: Web Banner - The Web - 26 February 2010

Describe the brief/objective of the direct campaign.
With a budget of under €80,000, we were challenged to demonstrate Absa bank’s support of and relevance to the design community, and at the same time, increase Absa bank’s brand awareness as a sponsor of Design Indaba, the world’s leading design conference, amongst the designers in attendance during the 3-day event.

Explain why the creative execution was relevant to the product or service.
Not only did the creative break through the clutter of the other sponsors of the conference, the communication spoke to designers on their level in a fun, interactive and innovative way, successfully demonstrating that although great design doesn’t come easy, with Absa bank’s support one can overcome any obstacle.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Design Fights. The arcade game giving designers the chance to defeat the obstacles standing in the way of great design. Fight the client, the deadline, the budget, technology and even your own self-doubt in the name of creativity. Tactical print, augmented reality, interactive web banners, animated commercials, conference branding and a hotly contested high-score competition drove designers to play Design Fights at gaming stations and online. Direct collateral ranging from placemats to coffee mugs, tent cards to standees and screensavers promoted relevant banking products to design students in attendance.

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.
The creative immediately connected with the designers. 540 individual games were played over the 3-day event period and the game continues to be played online. The campaign garnered attention on radio, in print and on the web. Absa bank’s brand awareness as a sponsor of Design Indaba was the highest it’s ever been on record.