Auckland Arts Festival DM HARDCORE GOES SOFT by Colenso BBDO Auckland

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HARDCORE GOES SOFT

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Industry Shows, Events & Festivals
Media Direct marketing
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Creative Director Levi Slavin
Art Director Lachlan Palmer-Hubbard
Copywriter Andy Segal
Released March 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: AUCKLAND ARTS FESTIVAL
Product/Service: FESTIVAL
Agency: COLENSO BBDO
Date of First Appearance: Mar 14 2011
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Executive Creative Director: Nick Worthington (Colenso BBDO)
Creative Director: Levi Slavin (Colenso BBDO)
Art Director: Lachlan Palmer-Hubbard (Colenso BBDO)
Copywriter: Andy Segal (Colenso BBDO)
Account Director: Rachel Turner (Colenso BBDO)
Account Executive: Hannah Pettit (Colenso BBDO)
Agency Producer: Sheridan Derby (Colenso BBDO)
Media placement: DM (Invitations - Sent to influence media in Aukland - 14/3/11

Describe the brief/objective of the direct campaign.
The objective of the campaign was to create a buzz around the show Titeres Porno and ultimately increase ticket sales for the performances.
The target audience was predominately new customers as this was the first time the show had come to New Zealand. The individuals who received the DM were selected based on their cultural relevance in Auckland, and their ability to spread the word about the show via the mediums they regularly communicate through.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution to the brief was designed to get people talking about Titeres Porno and to purchase tickets to see the show for themselves. We came up with the idea that it’s ‘hardcore gone soft’ which led us to creating a series of brightly coloured, knitted dildos. Using a controversial object to promote a controversial show seemed like a match made in heaven.

Explain why the creative execution was relevant to the product or service.
The idea for the creative solution ties in with the nature of the show it was promoting. Titeres Porno is a show about pornographic puppets, so we wanted to create something explicit that would grab people’s attention. Being an object used for sexual satisfaction, the dildo was an obvious choice for something that would tick both these boxes. But because we’re dealing with puppets, we added a twist and created a dildo that was soft. The strength of the creativity lies in the fact that a knitted dildo has never been used as a piece of DM before.

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.
We saw an increase in ticket sales of 70% after the dildos were sent out from 220 to 373. In the period before the campaign ran from 22nd Nov to 6th Mar there were 2 tickets sold per day and in period we sent the dildos out from the 7th Mar to 18th Mar 12 tickets were sold per day.