OLDEST PROMO TEAM IN THE WORLD by HEAD OFFICE for KATHOLIEKE HOGESCHOOL LEUVEN

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OLDEST PROMO TEAM IN THE WORLD

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Industry Colleges, Universities & Education Centers
Media Direct marketing
Market Belgium
Agency HEAD OFFICE
Creative Director Wim Provoost, Adriaan Van Looy
Art Director Adriaan Van Looy
Copywriter Wim Provoost
Released May 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: KATHOLIEKE HOGESCHOOL LEUVEN
Product/Service: UNIVERSITY/COLLEGE
Agency: HEAD OFFICE
Date of First Appearance: May 9 2009 12:00AM
Entrant Company: HEAD OFFICE, Leuven , BELGIUM
Entry URL: http://www.dearjury.be/KHL
Creative Director/Art Director: Adriaan van Looy (Head Office)
Creative Director/Copywriter: Wim Provoost (Head Office)
Account Director: Stijn Elsen (Head Office)
Account Executive: Ilse Vandeput (Head Office)
Strategic Director: Geert Keyaerts (Head Office)
Graphic Designer: Geert Cleynen (Head Office)
Graphic Designer: Andres Charlier (Head Office)
Media placement: Local Media - Head Office - 09/05/2009

Describe the brief/objective of the direct campaign.
A college in the city of Leuven (KHLeuven) wanted to attract visitors for its info day. Young people graduating from high school, as well as older candidates who want to broaden their knowledge or improve their chances on the jobmarket. Ultimately, the college wanted new students to enroll at the info day.

Explain why the creative execution was relevant to the product or service.
Attention for a college info day. By bringing in eighty year-old people as promo people, we managed to surprise youngsters and get their attention. Elderly people are more convincing than a normal promo team. They’re wiser, disarming and absolutely believable when they stretch the importance of a good education.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We brought in the oldest promo team in the world. They are wise, authentic, more experienced in life and know the importance of a diploma. Moreover, our promo team consisted of volunteers instead of professionals. The oldest promo team in the world went out on the street flyering and talking to the target audience about the info day and the importance of a good education. The team charmed and convinced everyone – even the most cynical couldn’t resist.

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.
-More than 1000 people visited the info day -Cost per acquisition: €10,307 per visit -110 people enrolled at the info day, for an education at KHLeuven -Cost per acquisition: €103,07 per enrolment ROI: 6303% (€6.000 revenue per enrolment) -Free publicity: articles and interviews with the oldest promo team appeared in national and regional dailies, on TV and blogs.