CREATIVE RELOCATION by LBi for LBI

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CREATIVE RELOCATION

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market United Kingdom
Agency LBi
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LBI MATT STAFFORD
Product/Service: SELF PROMOTION
Agency: LBi
Date of First Appearance: Mar 1 2010
Entrant Company: LBi, London, UNITED KINGDOM
Entry URL: http://awards.lbi.co.uk/2011/cannes/creativerelocation/
Conceptual Creative: Matt Stafford (LBi)
Media placement: Na - NA - NA

Describe the brief/objective of the direct campaign.
Objective
Get a new job by grabbing the attention of creative directors with a stunt that showcases my creative skills without getting fired by my current agency.

Solution
I set up a secretive organisation called The Creative Relocation Program: the creative equivalent of the Witness Protection Program, a US service that renames and relocates court witnesses.

I assumed the alias ‘Miguel Jackson’ and targeted creative directors with cryptic messages and videos across Twitter, Vimeo, Skype, email, even the telephone.

They had 5 days to respond and meet with me before the site would self-destruct and disappear without a trace.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was born out of necessity. I was newly married with a young child and stuck at an agency that wasn't right for me amidst the worst economic recession in half a century. Therefore, it was important my campaign could capture the attention of creative directors and land me a better job without my current employer finding out and firing me.

By going undercover with the Creative Relocation Program I was able to preserve my anonymity while courting other agencies and free myself from the fear of being fired.

Explain why the creative execution was relevant to the product or service.
The Creative Relocation Program provided the ideal platform to showcase my peculiar talents to creative directors using innovative storytelling methods across multiple channels.
A Creative Director’s inbox is bombarded with a torrent of daily emails, most of which go unopened. Knowing this, I targeted creative directors with bespoke messages via channels they were likely to engage with. The majority of creative directors used social platforms (e.g. Twitter and Skype) to respond.
Anonymity was also important. The mystery this generated roused the creative directors’ curiosity, enabling me to remain in control. I dictated the time and location of interviews. If a creative director didn’t respond within 5 days I would disappear without a trace and move on to another.

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.
• 80% click through rate (combined across Email, Twitter, Skype)
• 77% response rate: 7 of 9 creative directors responded
• 5 creative directors interviewed 'Miguel' over Skype or in person
• Hired on the spot while wearing a balaclava by Chris Clarke, Chief Creative Officer of LBi
• Employment retained throughout the campaign.
• Total campaign spend $30 for bespoke website urls and hosting
• Sales cost per response: $4.29
• Overall return on investment: Annual salary increase of 15%