HELP ANNA DECIDE by MECKA for CITY OF BORAS - PUBLIC HIGH SCHOOLS

HELP ANNA DECIDE

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Industry Colleges, Universities & Education Centers
Media Direct marketing
Market Sweden
Agency MECKA
Art Director Calle Österberg
Copywriter Pontus Caresten
Released August 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: CITY OF BORAS - PUBLIC HIGH SCHOOLS
Product/Service: HIGH SCHOOL EDUCATION
Agency: MECKA
Date of First Appearance: Aug 31 2009 12:00AM
Entrant Company: MECKA, Boras, SWEDEN
Entry URL: http://www.boras.se/veligast
Project Manager: Anders Kåpe (Mecka)
Art Director: Calle Österberg (Mecka)
Copywriter: Pontus Caresten (Mecka)
Final Art: Andreas Norén (Mecka)
Web developer: Magnus Tapper (Mecka)
Production Manager: Lena Hedlund (Mecka)
Production Manager: Martin Johansson (Mecka)
Media placement: Direct Mail - Reqruitment - DM - 31 Aug 2009
Media placement: Blog - WWW - 25 Nov 2009
Media placement: Outdoor posters - City Poster Cabinets - 28 Nov 2009
Media placement: Direct Mail Students - DM - 30 Nov 2009
Media placement: Banner - www.bilddagboken.se - 28 Dec 2009

Describe the brief/objective of the direct campaign.
Borås has four public high schools, with about 80 different programs. These schools want to inform 1 575 youths in the city of Borås about the programs and help them in their choice. We wanted to inform young people's own terms, to be able to credibly attract the interest of 15-year-olds. The campaign idea was simple. If we help the most indecisive student, we can help everyone. So we started a big search for the most indecisive student in Borås. Finally, we found Anna, who investigated all educational programs on the blog 'Help Anna decide'.

Explain why the creative execution was relevant to the product or service.
A key issue during the analysis was how we could inform 15-year-olds on their own terms. And at the same time optimize the campaign from the schools perspective. By using one in the target audience (in DM, films, on the blog, in banners) and let her comment and analyse information from a 15-year-olds perspective, we made it possible to send out information in a credible way. As well as letting the target group interact and take part in spreading the campaign. Brand differences between the four schools could also be communicated very naturally.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The central point of the campaign was the blog, active during the last month before the enrollment period began. We estimated that 2/3 of the target group would visit the blog, approximately 1 000 unique visitors. To make the campaign useful for the target group, increase the interest and multitiple blog visits, students could sign up to an SMS- and email service. Any number of programs could be ticked. When program information was presented on the blog, students received reminders on their phone or by email. We estimated that 50% of the target audience would be interested in this service.

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.
Results: - Numerous news sites and blogs mentioned the campaign - The blog had 3 449 unique visitors, Nov 25-Dec 31 (245% more than the objective) - 71% registered for the blog's mobile service, 1 113 students (42% more than the objective) - Visitors stayed an average of 3 min 11 sec. A length which emphasizes that visitors took note of information and not just quickly looked through the latest blog entries. - The campaign banner had a CTR of 5,38% All this for a total budget just less of €40 000.