Melbourne Advertising & Design Club DM SILENCE ANONYMOUS by GPY&R Melbourne

SILENCE ANONYMOUS

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Industry Shows, Events & Festivals
Media Direct marketing
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Couslon
Creative Director Jim Ingram, Ben A. Couzens
Art Director Ryan Fitzgerald
Released May 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: MELBOURNE ADVERTISING AND DESIGN CLUB
Product/Service: AWARDS
Agency: GEORGE PATTERSON Y&R
Date of First Appearance: May 3 2010
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Executive Creative Director: Ben Couslon (George Patterson Y&R)
Creative Director: Jim Ingram (George Patterson Y&R)
Creative Director: Ben Couzens (George Patterson Y&R)
Art Director: Ryan Fitzgerald (George Patterson Y&R)
Writer: Annie Egan (George Patterson Y&R)
Media placement: Poster Campaign - 4 Posters - Mailed To Ad Agencies - 3 May 2010

Describe the brief/objective of the direct campaign.
This direct campaign was developed as the call for entries for the Melbourne advertising award show, the MADC Awards. The objective for us was to get as many entries into the award show as possible. We targeted local advertising and design agencies from the MADC database.

The strategy was to come up with an idea that could somehow leverage the common frustrations felt by many in our industry about the negative feedback great work gets on our local advertising blog.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Australia, the most popular advertising blog allows anonymous comments about creative work posted. This has resulted in a barrage of nameless scathing comments posted after even the very best work. So when we had a chance to come up with a theme for this year’s local award show, the MADC Awards, we used it to make a stand against ‘Anonymous’, using real comments from the blog as the headlines of the poster campaign.

Our aim was simple - to beat all other years in terms of entries received and to create a real buzz around the 2010 awards show, selling as many seats as possible.

Explain why the creative execution was relevant to the product or service.
We used real scathing comments from the advertising blog as the headlines on the posters but these were also the very reason why people needed enter the award show - to put 'Anonymous blogger' back in his/her place. It was a fresh angle for a call for entries campaign and one that spoke the truth about a hot topic in the industry at the time. One of the values of the MADC Awards is to always be relevant and with this campaign they proved that they were at the forefront of the issues faced by the local advertising industry.

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 2010 MADC Award Show received over 2100 entries - a staggering result and a new record for the MADC. The advertising blog was also buzzing about the call for entries campaign, which resulted in a record number of seats at the award show itself being sold - over 1400.