CHANGE by Y&R Johannesburg for ART SA MAGAZINE

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CHANGE

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Industry Magazines, Business equipment & services, Corporate Image
Media Direct marketing
Market South Africa
Agency Y&R Johannesburg
Executive Creative Director Clinton Bridgeford, Michael Blore Liam Wielopolski
Art Director Andrew O’Donoghue
Copywriter Emily Veitch
Released August 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: ART SA MAGAZINE
Product/Service: MAGAZINE
Agency: Y&R SOUTH AFRICA
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: Y&R SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Chief Creative Officer: Michael Blore (Y&R South Africa)
Executive Creative Director: Clinton Bridgeford (Y&R South Africa)
Executive Creative Director: Liam Wielopolski (Y&R South Africa)
Art Director: Andrew O’Donoghue (Y&R South Africa)
Copywriter: Emily Veitch (Y&R South Africa)
Print Production: Kim Lara King (Y&R South Africa)
Print Production: Rory Bonnes (Y&R South Africa)
Media placement: Promotional Direct - Coffee Shops; Book Shops - September 2009

Describe the brief/objective of the direct campaign.
It was right in the middle of the global recession that magazine Art South Africa produced the issue; art, architecture and auctions. The issue spoke largely about the pros and cons of buying local art as an investment. Because of the economic climate, the biggest thing on everyone’s minds was cash. And their lack thereof.

Explain why the creative execution was relevant to the product or service.
The designs took the form of R80 notes – the price of the magazine – and bore the line, ‘Get the latest issue of Art South Africa and see how art is making money…or not’. And every time a person spent money at book and coffee shops where the magazine was sold, our new currency was inserted into bill folders along with their real change, to be discovered by our potential customers. This allowed us to speak directly to them when they were in a position to purchase the magazine at the moment of connection.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed to sell at least 70% of the issue and with customer budgets tighter than ever, we clearly needed a new approach. So instead of making ads, we made money, and gave it back to our customers. Four well-known South African street artists were commissioned to interpret their ideas on banks; money and greed, creating a series of uniquely designed notes. These mini pieces of art were then brought to reality through specialised print techniques, using specific paper stock, mimicking real money.

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.
For only the second time since the inception of ART SA, the issue sold out. More than 600% return on investment. The new currency was spoken about in the press and on the Internet. And our mini artworks have lived on beyond the campaign and are now the subject of displays and exhibitions, even featuring at the prestigious International Design Indaba in February 2010.