I SHOULD HAVE LEARNT MORE by UNDERLINE for WWW.SKOLY.CZ

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I SHOULD HAVE LEARNT MORE

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Industry Public awareness
Media Direct marketing
Market Czech Republic
Agency UNDERLINE
Released October 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: WWW.SKOLY.CZ
Product/Service: INTERNATIONAL EDUCATION SOCIETY
Agency: UNDERLINE
Date of First Appearance: Oct 7 2009 12:00AM
Entrant Company: UNDERLINE, Praha, CZECH REPUBLIC
Managing Director: Marek Ridky (Underline/S.r.o.)
Account Director: Jana Myslivcova (Underline/S.r.o.)
Account Executive: Jana Radilova (Underline/S.r.o.)
Media placement: Living Media - People In The Centre Of Prague - 7th October 2009

Describe the brief/objective of the direct campaign.
To raise awareness and increase visit rate of education internet signpost www.skoly.cz at minimal communication costs at the beginning of the school year 2009/2010. The campaign was targeted at new customers, both the youth who make decisions about their future education and the workforce who are keen on further education. We have chosen a very simple campaign referring to a well-known wisdom"Should you not learn more, you end up digging“, which appeals to the importance of education. We have bet on simplicity and gentle sauciness. The message was spread by diggers dressed in T-shirts "I should have learnt more - www.skoly.cz“.

Explain why the creative execution was relevant to the product or service.
Web site www.skoly.cz provides information on many education types and levels. We have chosen a very simple campaign referring to a well-known wisdom which appeals to the importance of education. We have bet on simplicity and gentle sauciness. The diggers dressed in the T-shirts were working in the centre of Prague, a very frequented place. People have had the chance to buy T-shirts on the web site www.skoly.cz.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We have prepared a singular campaign referring to a common parental wisdom: "Should you not learn more, you end up digging“. Having an accord from a construction company we distributed T-shirts bearing the well-known sign "I should have learnt more - www.skoly.cz“ to diggers, who were working in the Prague centre. The campaign gained immense public attention. It was a typical viral spread of information. The campaign became popular, being used in cartoons, HBO stand-up comedy. Independent audit has proven that airtime value reached approximately 193 000 EUR. Visit rate increased by 500%/week, taking into account that overall costs reached 770 EUR.

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 campaign immediately gained immense attention. Most of the media (including the most-watched TV channels and radio stations) marketing the website became one of the most important events of the day. Campaign became popular, being used in cartoons, HBO stand-up comedy and with people in general, who would make up its own variations of the signs. We have sold over 100pcs of T-shirts via e-shop (great many to schools). Independent audit has proven that airtime value reached approx. 193 000 EUR solely in print media. Visit rate increased by 500% /week, taking into account that overall costs reached 770 EUR.