SCROLL ALL THE WAY DOWN by Rapp Auckland for NEW ZEALAND MARKETING ASSOCIATION

Adsarchive » DM » NEW ZEALAND MARKETING ASSOCIATION » SCROLL ALL THE WAY DOWN

SCROLL ALL THE WAY DOWN

Pin to Collection
Add a note
Industry Colleges, Universities & Education Centers
Media Direct marketing
Market New Zealand
Agency Rapp Auckland
Executive Creative Director Wayne Pick
Art Director Rob Mcdowell
Copywriter Phil Tetley-Jones
Designer Rianna Munro
Released February 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: NEW ZEALAND MARKETING ASSOCIATION
Product/Service: MARKETING SEMINAR
Agency: RAPP NEW ZEALAND
Date of First Appearance: Feb 23 2010 12:00AM
Entrant Company: RAPP NEW ZEALAND, Auckland, NEW ZEALAND
Executive Creative Director: Wayne Pick (RAPP New Zealand)
Head of Copy: Kim Pick (RAPP New Zealand)
Senior Copywriter: Susan Young (RAPP New Zealand)
Art Director: Rob McDowell (RAPP New Zealand)
Copywriter: Phil Tetley-Jones (RAPP New Zealand)
Designer: Rianna Munro (RAPP New Zealand)
Account Director: Teresa Davis (RAPP New Zealand)
Media placement: EDM - Email To 2941 Marketing Assn Members & Prospects - 23 February 2010

Describe the brief/objective of the direct campaign.
The audience were members of the NZ Marketing Association, who are savvy professional marketers. The objective was to pre-sell tickets to a $995 course on ‘word of mouth’ communication. WOM includes all forms of referral – especially email.

Explain why the creative execution was relevant to the product or service.
Our execution used the medium to prove its own potential. It demonstated the value of attending the WOM course to an audience well known for its cynicsm and resistance to unsolicited messages – even when they come from a organisation to which they pay to belong.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The ‘Make sure you scroll all the way down’ campaign mimicked a viral email passed on by friends eager to share something they found interesting – making an implied recommendation that the content was worth taking the time to engage with. However email is a notoriously tough nut for advertisers to crack. According to Silverpop’s 2009 International Email Marketing Metrics Benchmark Study the worldwide standard for email open-rate is 18.5% and for click-through-rate (CTR) the norm is 4.5%. We need to better that by a large margin if the course was to be a success.

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 open-rate was 50%, over 250% higher than industry standard. The click-though-rate was 18%, 400% higher than industry standard.