Prime DM SCREAMS OF THE SEA by DraftFCB Auckland

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SCREAMS OF THE SEA

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director James Mok
Creative Director Billy Mcqueen, Chris Schofield
Art Director Anthony Bell
Copywriter Adam Taylor
Released September 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: SKY TV/ PRIME NEW ZEALAND
Product/Service: DANGER BEACH
Agency: DRAFTFCB NEW ZEALAND
Executive Creative Director: James Mok (DraftFCB New Zealand)
Creative Director: Chris Schofield (DraftFCB New Zealand)
Creative Director: Billy Mcqueen (DraftFCB New Zealand)
Art Director: Anthony Bell (DraftFCB New Zealand)
Copywriter: Adam Taylor (DraftFCB New Zealand)
Group Account Director: Toby Sellers (DraftFCB New Zealand)
Senior Account Manager: Katie Loverich (DraftFCB New Zealand)
Production Manager: Kelly Gillard (DraftFCB New Zealand)
Media placement: Direct Mail - Direct Mail To Radio DJ's - 23rd September 2011

Describe the brief/objective of the direct campaign.
We had to launch the new season of Danger Beach Muriwai, a reality television series. Due to the sheer volume of reality programmes on New Zealand screens, we had to make some noise. To generate as much cut-though as possible, we targeted those who could truly amplify our message – the radio stations our target market listen to.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our target was to get a 10% increase in viewing numbers from last season. On its own, this was no easy feat, but having a small budget made things even harder. Our solution focused efforts on the media our target market consumed – a way to get maximum exposure at minimum cost. How? Well, Auckland’s DJs had the beach’s sinister side brought to life. Everyone’s heard the ocean inside a shell, right? We took this playful tradition and turned what’s usually a magical surprise into something much more unsettling.

Explain why the creative execution was relevant to the product or service.
Muriwai Beach is one of the deadliest beaches in the country. More people die at this beautiful surf spot than nearly any other beach in New Zealand. We took this chilling statistic and flipped the convention of ‘hearing the sea inside a shell’, on its head. When someone turned over our ‘adapted’ shells, they were greeted with the screams of the sea.

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 delivered the shells to the city’s leading radio stations prior to the season launch. The DJs spread the word to our target market, and we achieved an 11% increase from the previous season. A superb result: not only had we managed to reach the target set by the client, but bettered it by an extra 1%.