RECRUITMENT CAMPAIGN by Ogilvy Cape Town for National Sea Rescue Institute/ NSRI

Adsarchive » DM » National Sea Rescue Institute/ NSRI » RECRUITMENT CAMPAIGN

RECRUITMENT CAMPAIGN

Pin to Collection
Add a note
Industry Education, Charities, Foundations, Volunteers
Media Direct marketing
Market South Africa
Agency Ogilvy Cape Town
Director Jonathan Berman
Executive Creative Director Chris Gotz
Creative Director Jacques Massardo, Gareth Mcpherson
Art Director Alexi Mccarthy
Copywriter Guy Lewis
Producer Caitlin Leih
Released May 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: NATIONAL SEA RESCUE INSTITUTE
Product/Service: NON-PROFIT ORGANISATION
Agency: OGILVY CAPE TOWN
Date of First Appearance: May 25 2010
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Chris Gotz (Ogilvy)
Creative Director: Gareth McPherson (Ogilvy)
Creative Director: Jacques Massardo (Ogilvy)
Copywriter: Guy Lewis (Ogilvy)
Art Director: Alexi McCarthy (Ogilvy)
Account Manager: Catherine Kawitzky (Ogilvy)
Producer: Caitlin Leih (Ogilvy)
Director: Jonathan Berman
Media placement: Underwater Broadcast - Public Pools, Gyms And Training Facilities - May 2010

Describe the brief/objective of the direct campaign.
The National Sea Rescue Institute is a non-profit organisation that conducts rescue operations across South African waters. They needed a recruitment drive to enlist individuals who were already capable and comfortable in the water in order to minimise training time and save on costs.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided that the best place to find water savvy individuals would be in the water.
So we created an underwater recruitment drive to reach them

Using specialised speakers that make the spoken word audible underwater, we broadcast recruitment messages in pools, gyms and training facilities across the country to groups that make great recruits like divers, synchronized swimmers and underwater hockey players.

Application forms were handed out at all broadcast locations.

Explain why the creative execution was relevant to the product or service.
Although successful, previous recruitment drives failed to enlist sufficient individuals with the necessary water savvy and skills.

By talking to people directly in the water in a novel and engaging way, we found ourselves with a captive audience perfectly suited to recruitment.

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 NSRI received numerous applications from water sport athletes, divers and other water savvy individuals bolstering their numbers from 880 to 920.