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Industry Advertising & Communication
Media Direct marketing
Market Israel
Photographer Guli Cohen
Editor Nissim Massas
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: MINDSCAPES
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: MINDSCAPES, Tel Aviv, ISRAEL
Entry URL: http://www.182cm.com/kong/
Creative Team: Mindscapes team (Mindscapes)
Photographer: Guli Cohen (Guli Cohen)
Editor: Nissim Massas
Web Design: Oded Lavie (182cm)
Media placement: Video (Teaser+resulution) - Uploaded Freely To Youtube - March 2nd + March 25th 2010
Media placement: 2 E-Mails - E Mails - March 8th 2010
Media placement: A Facebook Petition - Facebook - March 12th 2010

Describe the brief/objective of the direct campaign.
Mindscapes, a small company based in Tel Aviv, offers creativity enhancement training for advertising agencies around the world. Due to the recession, training budgets were cut by 70%. We needed more agencies to know about Mindscapes. Our objective was to increase awareness to Mindscapes among heads of ad agencies ( MD, ECD, CD, head of talent /HR), thus focus on new customers.

Explain why the creative execution was relevant to the product or service.
In order to attract the attention of our target audience, we needed to create a story which will be extraordinary and unusual and, at the same time, will contain realistic parts about true results of agencies trained by Mindscapes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Create a mysterious guru who has developed a new method with incredibly quick results of increasing one's creativity. Create a TV report about Kong's achievements and uploaded it to YouTube. Create a website for the master. A ' journalist' sends e-mails to heads of ad agencies, wishing to interview them about their experience of training their staff with Master Kong, with 'just in case' links to the TV report and to Kong's website. Launch a Facebook group promoting a petition demanding that juries of ad festivals ban work made under the 'Kong effect' under the pretext of "unfair competitioN" 2 weeks later, she e-mails them the link to the clip- revealing the truth about the master.

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 story was mentioned in numerous advertising blogs. 60% increase in demand for new projects 50% increase in new projects in Q2 290% ROI (2.9 euro of new income for every 1 euro invested in the campaign) and counting.