BUSINESS BANNER by Special Group NZ for ORCON

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BUSINESS BANNER

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Industry Telecommunications Services
Media Direct marketing
Market New Zealand
Agency Special Group NZ
Director Chris Clark
Creative Director Tony Bradbourne, Rob Jack
Art Director Ashley Turner
Producer Craig Henderson
Released August 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ORCON
Product/Service: TELECOMMUNICATIONS
Agency: SPECIAL GROUP
Date of First Appearance: Aug 9 2010
Entrant Company: SPECIAL GROUP, Auckland, NEW ZEALAND
Entry URL: http://www.cre072.co.nz/13_BusinessBanner/
Creative Director: Tony Bradbourne (Special Group)
Creative Director: Rob Jack (Special Group)
Managing Partner: Michael Redwood (Special Group)
Account Director: Annabel Rees (Special Group)
Agency Producer: Mahsa Willis (Special Group)
Director: Chris Clark (Exposure)
Producer: Craig Henderson (Exposure)
Director of Photography: Andrew Stroud (Exposure)
Art Director: Ashley Turner (Exposure)
Interactive Creative / Director / Designer: Michael Chalberg (Salt Interactive)
Senior Interactive / Designer / Developer: Lee Burrow (Salt Interactive)
Interactive Producer: Stephen Williams (Salt Interactive)
Head of Brand & Communication: Duncan Blair (Orcon)
Head of Sales & Marketing: Taryn Hamilton (Orcon)
Head of Customer Marketing: Charlotte Speed (Orcon)
Acquisition Campaign Manager: Jeremy O'Hanlon (Orcon)
Media placement: Online Banner - New Zealand Herald Homepage - 18th August 2010
Media placement: Onlne Banner - New Zealand Herald Business Pages - 18th August 2010
Media placement: Online Banner - Stoppress - 15th August 2010
Media placement: Online Banner - Stuff.co.nz - 15th August 2010
Media placement: Online Banner - Scoop - 22nd August 2010

Describe the brief/objective of the direct campaign.
This campaign was designed to make business customers aware of Orcon's broadband and telecommunications offering.

What makes Orcon different is that they don't lock you into long-term contracts. Meaning your business can grow, or shrink without fear of penalty.

The problem, however, was that Orcon is a relatively small player, with low awareness and with only 1.5% share of total NZ telecommunications industry media spend.

Our strategy was therefore to bring Orcon's compelling benefit of flexibility to life, in a way that created disproportionate impact and word of mouth.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We knew that our target were heavy users of IT and business news sites. So how could we grab their attention and get them to respond?

The creative solution was a banner ad but, a banner ad with a difference.

We built a fully staffed modern office...then shrunk it all down and squeezed it into a banner and filmed various scenarios which, viewers could interact with. All of which brought to life in a hugely entertaining and memorable way Orcon's key brand benefit - with Orcon, you're free to change as your business does.

Explain why the creative execution was relevant to the product or service.
Internet advertising was the right vehicle with which to reach our tech savvy business audience, but we knew we had to create something that would really generate attention and engagement.

Using live footage in the banner was novel, as was the level of interactivity.
The action was well cast, humorously choreographed, and shot with TV production values to create an interactive mini soap opera.

Orcon is recognised as an innovative internet brand, so it was appropriate that it promoted itself with highly innovative internet advertising.

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 campaign became New Zealand's most talked about internet ad ever.

People spent more time playing with this banner than they would watching a TV ad. The average interaction time was nearly 2 1/2 minutes.

And by adding Twitter and facebook buttons, the banner was forwarded to almost 15,000 people. An unheard of viral response for a banner.

In just 10 days it was clicked 48,000 times. An incredible response when you consider New Zealand has a population of just over 4 million.

You could say that Orcon's Business Banner was the hardest working little office in New Zealand.