Boogertman & Partners DM SOCCER LIKE YOU'VE NEVER SEEN IT by Black River F.C. Johannesburg

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Industry Consumer & Public services
Media Direct marketing
Market South Africa
Agency Black River F.C. Johannesburg
Executive Creative Director Ahmed Tilly
Copywriter Jessica Crozier
Designer Jono Garrett
Released May 2010

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Date of First Appearance: May 18 2010
Entrant Company: BLACK RIVER FC, Johannesburg, SOUTH AFRICA
Executive Creative Director: Ahmed Tilly (Black River FC)
Designer: Jono Garrett (Black River FC)
Copywriter: Jessica Crozier (Black River FC)
Finished Artist: Claus Hoffmann (Black River FC)
Account Director: Maxine Merckel (Black River FC)
Agency Producer: Hillary Simpson (Black River FC)
Digital Consultants: MailGloo
Media placement: Augmented Reality Brochure - Direct Mailer - 18 May 2010

Describe the brief/objective of the direct campaign.
The objective of the campaign was to create a brochure that would spark the interests of new, international investors and educate them about Boogertman + Partners Architects’ involvement in the world renowned 2010 FIFA World Cup stadium, Soccer City. Apart from the educational function, the strategy was to position Boogertman + Partners as one of South Africa’s most technologically advanced architectural firms.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to create a brochure that would allow the reader to see Soccer City like it’s never been seen before. This was done by means of Augmented Reality (a webcam-based feature that uses an AR tag to recreate 3-D images on a computer). In our case, Soccer City built itself around the tag. The stadium could then be rotated 360° simply by rotating the brochure accordingly. This allowed the reader to see as much of the stadium as possible without actually having to be there. It also demonstrated the technologically advanced nature of Boogertman + Partners.

Explain why the creative execution was relevant to the product or service.
At the time of going to print, Boogertman + Partners was the first South African company to use Augmented Reality as a means of advertising. This made our brochure original, innovative and engaging. It also allowed us to showcase the stadium in its entirety because unlike normal brochures, we weren’t restricted to flat images – we could give the reader a 3-D experience. This was particularly appropriate for our clients as we were able to give maximum exposure to what they, as architects, specialise in – namely design, aesthetics, structure and technological advancements.

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.
Given the objectives (to raise awareness), quantifiable results were hard to obtain. We did, however, have an extremely high hit rate, with almost 100% of our 2000 recipients logging on to our website. This meant that 2000 possible investors now knew about Boogertman + Partners, and their involvement with Soccer City. We increased awareness, got the attention of key international investors and positioned our clients as the industry leaders in South Africa when it comes to innovation and technological advancement.