ELECT THE JURY by J. Walter Thompson New York for International Andy Awards

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ELECT THE JURY

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Industry Shows, Events & Festivals
Media Direct marketing
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Kash Sree, Paul Bichler
Art Director Albert O'campo
Copywriter Jon Morgan
Producer Owen Katz, Alex Duncan, Ed Sumner
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: INTERNATIONAL ANDY AWARDS
Product/Service: AWARDS SHOW
Agency: JWT
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: JWT, New York, USA
Entry URL: http://staging.electthejury.com.php5-3.dfw1-2.websitetestlink.com/index.php
Chief Creative Officer/ Andy's Co-Chair: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Founder and Chief Executive Officer/ Andy's Co-Chair: Michael Lebowitz (Big Spaceship)
Executive Creative Director: Paul Bichler (JWT New York)
Creative Director/ Art Director/ Copywriter: Samira Ansari (JWT New York)
Creative Director/ Art Director/ Copywriter: Georgina Hofmann (JWT New York)
Art Director: Albert O'Campo (JWT New York)
Copywriter: Jon Morgan (JWT New York)
Planner: Ingrid Bernstein (JWT New York)
Planner: Nat Ma (JWT New York)
Producer: Alex Duncan (JWT New York)
Producer: Owen Katz (JWT New York)
Producer: Ed Sumner (JWT New York)
Director of Integrated Production: Clair Grupp (JWT New York)
Director of Production: Kit Liset (JWT New York)
Account Executive: Lauren Bernstein (JWT New York)
Production Company: (Big Spaceship)
Media placement: Website - Electthejury.com - 1 October 2009
Media placement: Web Banners - Creativity, Campaign Brief Australia, Campaign UK, Campaign India, Contagious, B - 5 October 2009
Media placement: Email Newsletters - Creativity, AD Club Database, Elect The Jury Database - 5 October 2009
Media placement: Social Media - Twitter Hashtag - 5 October 2009
Media placement: Social Media - Facebook Fan Page - 5 October 2009
Describe the brief/objective of the direct campaign.
Globally we are all going through a time of massive unprecedented change. The advertising and communications industry has evolved. Yet, award shows have not, threatening their relevancy and credibility.Our objective: To make the ANDY Awards more current and relevant to the international creative community.
Explain why the creative execution was relevant to the product or service.
The Andy awards have always been synonymous with having a world-class jury. We wanted to continue this tradition by seeking out future talent. No one knows exactly what the future of our business will look like. We only know it will be discovered and shaped by the best people working in all relevant disciplines. We wanted to represent a coming together of the best of the best from around the world, and have the creative community elect a future forward jury. For the first time ever, the people who entered their work had a say.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution: To crowd source the first ever democratically elected award show jury. Previous entrants that were on the Andy’s database were targeted through a series of email blasts. While new voters were reached through social media, Twitter and banner advertising. In September 2009 we launched electthejury.com. Initially, we called for nominations and after careful consideration settled on 150 candidates, from 6 continents from all different disciplines, all the best in their field. Each candidate was given a detailed profile page so voters could familiarise themselves with the nominees and their achievements. Then, the creative community began to vote. And finally, on November 20, the 2010 Andy award jury, the people’s jury was announced.
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.
In the 5 weeks we had:-100,000 site visits.-Over 37,000 votes.-From over 32 countries.-And even 2 hacking attempts.Nominees campaigned hard for a place on the jury. With Twitter posts, Facebook support groups and badges, an Andy’s worthy website and even a competitive campaign videos were posted on YouTube.We got the press and industry talking too with:-700 online press pieces.-From over 35 international publications.-700 blog posts, 17000 twitter posts.Projected worldwide award entries were up by 23 percent compared to previous years.