Jamaica Tourist Board DM TOTALLY DAD DANCING by DraftFCB London

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Industry Transport, travel & tourism
Media Direct marketing
Market United Kingdom
Agency DraftFCB London
Art Director Chris Walker
Copywriter Mark Fiddes, Leo Poloniecki
Producer Fraser Quigan
Released February 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: DRAFTFCB, London, UNITED KINGDOM
Executive Creative Director: Mark Fiddes (Draftfcb)
Art Director: Chris Walker (Draftfcb)
Copywriter: Mark Fiddes (Draftfcb)
Copywriter: Leo Poloniecki (Draftfcb)
Composer: Paul Cartledge (Yellow Boat)
Producer: Fraser Quigan (Draftfcb)
Planner: Linda Hodgson (Draftfcb)
Managing Partner: Nick Alford (Draftfcb)
Account Director: Merle Busch (Draftfcb)
Account Manager: Malika Patel (Draftfcb)
Media placement: Website - N/a - 01/03/10

Describe the brief/objective of the direct campaign.
The Jamaica Tourist Board discovered that only 19% of UK bookings come from families – yet they represent the most profitable target market. (The current perception is that the island is for romantic breaks for couples.) Within families, however, the most critical influencers are the teenaged children. The challenge was how to show these teenagers that Jamaica was a cool destination that would be fun for them as well as their parents. Or at least get it on the consideration list.

Explain why the creative execution was relevant to the product or service.
The JTB’s Totally Dad Dancing campaign encouraged teens to upload clips of their dad dancing. A short film of awful dancing was prepared to explain the competition. This was seeded on teen sites and other social networks such as Bebo, Twitter and Facebook. The site was also featured on the Virgin Holidays website and You Tube but soon became shared via the blogosphere (whinydad.blogspot.com, electism.com, friendfeed.com, furiousbacon.wordpress.com, zimbo.com) with even local National Health Service sites recommending it as beneficial exercise for older men.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The most amazing fact about UK teenagers is that 87% of them feel embarrassed by their parents in social situations. The strategy then was to show how Jamaica’s unique rhythm and vibe could transform their dads from embarrassing idiots to being vaguely cool again. This had to be done in an entertaining way that got the whole family talking about Jamaica, all on a very limited budget. The solution: the UK’s first ever Dad Dancing championship where your dad wins a week of dance rehab while the family stay in a luxury resort.

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.
Overall, booking enquiries to Jamaica are up 40% year on year (despite other spend on traditional print media for Jamaica being in line with last year and the recession hitting harder.) Over 150,000 views achieved in just two months all for a budget of just over £16,000. Organic (non-paid for) traffic levels are still holding up at week 3 rates. The social phenomenon of Dad Dancing is now taking off big time with recommendations for the competition ranging from The Sun newspaper to the National Health Service suggesting it as a great form of exercise for lazy fathers.