SUPERSTARS by The Jupiter Drawing Room South Africa for Interactive Africa

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SUPERSTARS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Copywriter Annabel Slingsby
Designer Alex Hayn
Released January 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: INTERACTIVE AFRICA
Product/Service: DESIGN INDABA 13
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Entry URL: http://www.designindaba.com/superstars
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room South Africa)
Creative Director: Livio Tronchin (The Jupiter Drawing Room South Africa)
Design Group Head: Brandt Botes (The Jupiter Drawing Room South Africa)
Designer: Alex Hayn (The Jupiter Drawing Room South Africa)
Copywriter: Annabel Slingsby (The Jupiter Drawing Room South Africa)
Media placement: TV - DSTV - November 2009
Media placement: Social Media - Twitter/Flickr/Behance - November 2009
Media placement: Flat Mailings - DI Database - November 2009
Media placement: Environmental Design - DI Conference/DI Expo - November 2009
Media placement: Press & Print - Novum / Elle Deco / Visi / Surface - November 2009

Describe the brief/objective of the direct campaign.
Design Indaba is an annual international design conference and expo that aims to push creative industries to new heights. Design gurus from all over the world attend the Conference and Expo, although the Expo’s target market is more the general public. Over the last three years Expo attendance has hit a plateau. It being held during Cape Town’s perfect, outdoorsy summer doesn’t help, so we had to convince people to get off the beach and visit the Expo. We needed to entice new customers, ones who, not being design groupies, might never have heard of the Expo.

Explain why the creative execution was relevant to the product or service.
In keeping with Design Indaba’s credo, that there’s creativity within everyone, to try out for the country’s first creative team all South Africans had to do was let their creativity out. We communicated this to consumers by using contenders’ entries in all of our ‘call to enter’ executions, inspiring them to take each other on. Through the publicity these elements received we achieved another of Design Indaba’s aims, to elevate and expose South Africa’s creative skills. In every ad and creative manifestation of the campaign we brought through the colours of South Africa’s flag.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Being sports crazy, South Africa has a national team for almost every sport. National cricket, soccer and rugby teams are followed religiously. So we formulated a campaign to find our country’s first national Creative Team, targeting individuals in non-creative industries. Consumers were invited to try out at organised events and via direct emails, posters and letters. We spread word through social media, later using it to get public votes for favourite entries. But the big reveal of the selected team only happened at the Design Indaba Expo. The prize: National creative fame and your entry immortalised as a public sculpture.

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.
Social media and campaign talkability resulted in three million rand more free publicity coverage than in the previous year. We had an 8 % increase in Expo exhibitors and 20% increase in industry buyers. Our website received 20 000 unique visits over the promotional period. Most importantly, we achieved our objective, successfully increasing visitors to Expo by 19%, the first increase in three years.