Institute Of Practitioners In Advertising (IPA) DM IPA 44 CLUB BUILD YOUR CAREER by Leo Burnett London

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Industry Advertising & Communication
Media Direct marketing
Market United Kingdom
Agency Leo Burnett London
Creative Director Garry Munns
Designer Ben Gough
Photographer Adrian Burke
Released March 2012

Credits & Description

Category: Acquisitions
Advertiser: IPA
Product/Service: IPA 44 CLUB
E: Justin Tindall (Leo Burnett)
Creative Director: Garry Munns (Leo Burnett)
Copywriter: Ben Gough (Leo Burnett)
Art Director: Ben Gough (Leo Burnett)
Designer: Ben Gough (Leo Burnett)
Photographer: Adrian Burke
Retoucher: Florian Hess
Media placement: Direct Mail - Direct Mail - 15 March 2012
Describe the brief/objective of the direct campaign.
The objective was to raise awareness of the events that the IPA 44 Club put on for young people starting in advertising. This Direct Promotional piece targeted the people that usually pay for the events – advertising agency HR managers from our database, but we wanted it to be so appealing that they would want to show it to other people too.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Because the IPA 44 Club is for young people and usually features high-profile speakers, we made 7 previous speakers out of genuine Lego parts to create simple, retro sets for them to play with. We wanted to get people talking about the IPA and booking tickets to upcoming events.
Explain why the creative execution was relevant to the product or service.
The creative execution was relevant because the IPA 44 Club is for young people in advertising. We have high-profile speakers and the talks are usually fun and educational – just like Lego. By making it fun and topical we planned that it would gain word-of-mouth.
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.
Immediately after they were sent the event was sold out. On top of that though, because of the fun nature of the set, the Adland Lego figures were featured in many advertising publications worldwide, gaining thousands of pounds of earned media too. The handmade sets were extremely inexpensive to make and were very successful for raising awareness. As a result more people know what the IPA 44 Club is and what they do. Sir John Hegarty loved his!