Apartheid Museum DM A HISTORY FORGOTTEN. A FUTURE LOST. by TBWA\Hunt\Lascaris Johannesburg

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Industry Museums & Libraries
Media Direct marketing
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Creative Director Amanda Horwitz, Nicholas Hulley
Art Director Marvin Zwambila, Nadja Lossgott
Copywriter Ruby Obeng-Tuffoh
Designer Bheki Yende
Strategic Planner Nicholas Schilperoort
Released April 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Product/Service: MUSEUM
Date of First Appearance: Apr 10 2010 12:00AM
Chief Creative Officer: John Hunt (TBWA\HUNT\LASCARIS- Johannesburg)
Executive Creative Director: Damon Stapleton (TBWA\HUNT\LASCARIS- Johannesburg)
Creative Director: Amanda Horwitz (TBWA\HUNT\LASCARIS- Johannesburg)
Creative Director: Nicholas Hulley (TBWA\HUNT\LASCARIS- Johannesburg)
Copywriter: Ruby Obeng-Tuffoh (TBWA\HUNT\LASCARIS- Johannesburg)
Art Director: Marvin Zwambila (TBWA\HUNT\LASCARIS- Johannesburg)
Designer: Bheki Yende (TBWA\HUNT\LASCARIS- Johannesburg)
Strategic Planner: Nicholas Schilperoort (TBWA\HUNT\LASCARIS- Johannesburg)
Art Director: Nadja Lossgott (TBWA\HUNT\LASCARIS- Johannesburg)

Describe the brief/objective of the direct campaign.
South Africa’s history is an extraordinary one. It’s one we thought we’d never forget. We even built a museum so that future generations taught to forgive, would also never forget the sacrifices made and the lesson learned. But only sixteen years after the fall of apartheid, our client, the Apartheid Museum, was struggling to attract our young people. Our brief was to conceptualise an impactful, memorable campaign to get the youth to make the time to visit the Apartheid Museum.

Explain why the creative execution was relevant to the product or service.

The execution and campaign served as a reality check for our youth that their knowledge was unbalanced. It alerted them to the facts of what our Struggle heroes achieved and juxtaposed this with their knowledge of frivolous popular culture. By using the actual quiz cards as discount coupons, we were not only exposing their lack of knowledge, but we were actively offering a solution to help them learn more about our history. It was fun, interactive and educational. It entertained them while delivering a strong message: A history forgotten, is a future lost.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We believed that South Africa's celebrity-obsessed youth, no longer considered our Struggle heroes relevant to their lives...The heroes who led us to freedom. To help expose & address this uncomfortable truth, we created & distributed a quiz card game they could play with friends. The packaging design was inspired by Apartheid signage. Each card had a series of popular culture questions, followed by an anti-apartheid leader question. The back of the cards directed them to the museum for the right answer. Each card served as discount coupon to the museum. Ticket sales went up by 40% following the campaign's launch.

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 campaign has had the effect we hoped for. It has sparked a conversation and people are engaging this topic in the press, on radio, TV and blogs. The first week of the campaign’s launch resulted in a 1000% increase in the number of hits on the Apartheid Museum website. And in the first month of the campaign alone, the museum’s ticket sales went up by 40%. The campaign is snowballing as more and more people join the conversation. In this way, the Apartheid Museum is doing its job in ensuring that our history is forgiven, but never forgotten.