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

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Industry Banking
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
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
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))
Agency Producer: Helen D'Hotman (The Jupiter Drawing Room (South Africa))
Agency Account Manager: Franki Robinson (The Jupiter Drawing Room (South Africa))
Production House Director: Benon Czornij (Buynary)
Production House Producer: MarleZe Visser (Buynary)
Production House Senior Designer: Tyrone Pearce (Buynary)
Production House Senior Developer: Mike Hayes (Buynary)
Animation & Character Development: Craig Wessels (Wicked Pixels)
Animation & Character Development: Andrew Shaw (Wicked Pixels)
Animation & Character Development: Magda Roets (Wicked Pixels)
Media placement: Interactive Web Application - The Web - 30 April 2010

Describe the brief/objective of the direct campaign.
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, rewarding them with an outlet for their creative frustrations and rewarding those who played the best.

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. While heavy in-conference branding drove designers to play the game at the Design Indaba conference, a tactical print ad in the conference magazine that led to an augmented reality micro-site, gave those not at the conference a taste of the action and ultimately leading them to the online version of the game where they too could play to win a prize.

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 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.