Neotel DM SAVE THE GALAXY by Net#work BBDO Johannesburg

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Industry Telecommunications Services
Media Direct marketing
Market South Africa
Agency Net#work BBDO Johannesburg
Director Graeme Carr
Executive Creative Director Rob Mclennan
Creative Director Graeme Jenner, Donovan Goliath
Art Director Warwick Rautenbach
Copywriter Liam Olding
Producer Candice Traube, Nausher Rahman
Account Supervisor Gabi Goldstein
Typographer Pollen Creative
Released April 2011

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Date of First Appearance: Apr 11 2011
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Entry URL:
Chief Creative Officer: Mike Schalit (Net#work BBDO)
Executive Creative Director: Rob McLennan (Net#work BBDO)
Creative Director: Graeme Jenner (Net#work BBDO)
Copywriter: Liam Olding (Net#work BBDO)
Art Director: Warwick Rautenbach (Net#work BBDO)
Typographer: Pollen Creative (Pollen Creative)
Producer: Candice Traube (Net#work BBDO)
Producer: Nausher Rahman (Net#work BBDO)
Account Supervisor: Gabi Goldstein (Net#work BBDO)
3D Animator: Pollen Creative (Pollen Creative)
Director: Graeme Carr (Pollen Creative)
Augmented Reality Programming: Mail Gloo (MailGloo)
Programming: Flint Studios (Flint Studios)
Media placement: Direct Mailer - Printed Envelope - Various Companies - 11 April 2011
Media placement: Direct Mailer - Pinted Card - Various Companies - 11 April 2011
Media placement: Website - The World Wide Web - 11 April 2011
Media placement: Augmented Reality AV - The World Wide Web - 11 April 2011

Describe the brief/objective of the direct campaign.
Get IT managers from companies to switch to the Neotel fibre-optic offering waiting at a connection point outside their building. These companies still use inadequate data and voice services from South Africa’s telecommunications parastatal, who have until recently had a monopoly. The strategy of our campaign was to speak to these new customers by talking the language of their profession and things that speak directly to them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By contacting the IT managers of these companies with a direct mailer from a distant galaxy, we spoke to the sci-fi geek within every IT person. This inner sci-fi geek was then asked to help save this distant galaxy as the direct mailer acted as a distress signal, with an alien woman pleading for the IT manager to help her and her galaxy by connecting to Neotel’s fibre-optic offering. The response rates we were looking for was a 10% uptake of Neotel’s fibre-optic cable and a 50% view rate so as to keep Neotel top-of-mind when these IT managers were looking to upgrade their services in the future.

Explain why the creative execution was relevant to the product or service.
By using Augmented Reality while talking to guys who are highly technologically minded, we instantly created a rapport between the target market and Neotel, a company who strives to bring the future, through telecommunication, to every company and home in South Africa. This when added to the science fiction subject matter was the perfect messaging to get IT guys, who are unashamedly nerds at heart, to associate with a brand that wants them to become more and more enabled.

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.
We will supply the results once received - The campaign is still in progress.