NUDES by The Jupiter Drawing Room South Africa for OPEN DEMOCRACY ADVICE CENTRE

NUDES

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Industry Legal Services
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Eric Frank
Art Director Andrew Lang Cape Town
Copywriter James Armstrong Cape Town
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: OPEN DEMOCRACY ADVICE CENTRE
Product/Service: ADVICE CENTRE
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Jan 1 2011
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room)
Creative Director: Eric Frank (The Jupiter Drawing Room)
Copywriter: James Armstrong (The Jupiter Drawing Room)
Art Director: Andrew Lang (The Jupiter Drawing Room)
Account Executive: Renee Franklin (The Jupiter Drawing Room)
Art Buyer: Julie Gardiner (The Jupiter Drawing Room)
Media placement: Dimensional Mailer - Delivered By Courier - January 2011

Describe the brief/objective of the direct campaign.
Our client, an advocacy group that fights corruption, was struggling to reach decision-makers within large corporate, to speak to them about instituting a whistle-blowing policy in their company. Scores of phone calls, direct mail brochures and letters over more than a decade had had no effect in breaking through the army of gatekeepers that surround senior managers in these organisations. So the client tasked us to create something that would help their message cut through this red-tape. In a country that loses over R100 billion (€10 billion) to corporate corruption every year, that message really needed to get through.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Large corporate companies are generally apathetic when it comes to whistle-blowing policies. So we decided to send them something that would shock them into action. We repainted classic nudes featuring the heads of South Africa’s top CEOs, and hand-delivered them, along with a message relating the feeling of being exposed in art to their companies being exposed for improprieties in the media.

Explain why the creative execution was relevant to the product or service.
Receiving a nude painting of yourself was sure to stir some emotive response, and this was exactly what happened. Recipients phoned the client in varied states of anger, irritation and disbelief and the client was able to play off these emotions to drive the message home.

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.
Our objective of starting conversations was achieved. From a previous call-back rate of 3%, client was able to talk to over 66% of recipients.