George Patterson Y&r Melbourne DM FIGHT FOR YOUR RIGHT INVITE by GPY&R Sydney

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Australia
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Creative Director Ben Akers
Released March 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Product/Service: SELF PROMOTION
Date of First Appearance: Mar 14 2011
Entry URL:
Executive Creative Director: Julian Watt (George Patterson Y&R)
Creative Director: Ben Akers (George Patterson Y&R)
Digital Art Director: David Jackson (George Patterson Y&R)
PR Director: Lynda Gray (George Patterson Y&R)
Digital Producer: Nigel Mitchell (George Patterson Y&R)
Digital Developer: Tony Susi (George Patterson Y&R)
Media placement: Email Invite - EDM - 22nd February 2011

Describe the brief/objective of the direct campaign.
We needed to get 20 of Sydney’s best media journalists in one room, for one night, for an agency self promotion dinner. They get invites for these types of things all the time, so we wanted to stand out from the usual email from an agency PR person.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Turning the tables on traditional email invites, we challenged the media journalists to: “Fight for their invite”. Through a personalized eDM, invitees were asked to enter the ring and go into battle with another attendee. The ring was a retro 80’s “beat em up” game, which also allowed the challenger to “get personal” as all the faces of all journalists were preloaded. If they knocked their opponent out, they had won the right to RSVP.

Explain why the creative execution was relevant to the product or service.
Media journalists are incredibly competitive. So our solution was to use this insight and ask them to do what they do best: fight each other.
Being very simple, but engaging it allowed us to have fun with the journalists and grab their attention. It also turned into an icebreaker for the night, as people bragged about who they beat up to get here.

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.
Everyone we wanted to attended. No one died. (But hey, there’s always next year.)
We also managed to show off our creativity to media journalists even on the smallest briefs, and created some press coverage about something that would never get press coverage.