JESUS: ALL ABOUT LIFE by 303Lowe Sydney for THE BIBLE SOCIETY

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JESUS: ALL ABOUT LIFE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Australia
Agency 303Lowe Sydney
Creative Director Julian Watt
Art Director Richard Berney, Bryan Dennis
Copywriter Deborah Frenkel
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE BIBLE SOCIETY
Product/Service: RELIGIOUS SOCIETY
Agency: 303 SYDNEY
Date of First Appearance: Sep 27 2009 12:00AM
Entrant Company: 303 SYDNEY, AUSTRALIA
Entry URL: http://www.allaboutlife.com.au/
Creative Director: Julian Watt (303)
Art Director: Richard Berney (303)
Art Director: Bryan Dennis (303)
Copywriter: Deborah Frenkel (303)
Agency Producer: Lucy Trengove (303)
Head Of Digital And Direct: Nic Chamberlain (303)
Account Director: Lucy Gleghorn (303)
Media placement: Website Launch - Website - 06th September 2009
Media placement: Cinema - Sydney Only - 24th September 2009
Media placement: Press - Regional And Metro Publications - 27th September 2009
Media placement: Outdoor - Bus Shelter Adshels, State-Wide - 27th September 2009
Media placement: Radio - Regional And Metro Stations - 27th September 2009
Media placement: TV - Regional And Metro Stations - 27th September 2009
Media placement: Ambient - Scooters Driving Throughout Sydney - 27th September 2009

Describe the brief/objective of the direct campaign.
Church attendance throughout Australia is decreasing and the message of Christianity isn’t being passed down from generation to generation. The appeal of Christianity is at an all time low. The Bible Society of NSW Australia initiated the JAAL (Jesus All About Life) campaign to increase the appeal of Jesus and Christianity in everyday life, to get ‘quiet Christians’ to talk a little more about Jesus.

Explain why the creative execution was relevant to the product or service.
Australia is a proudly agnostic society, and selling Jesus here is a near impossible ask. To those who are Christians it means an infinite number of things to an infinite number of people. So, a traditional ad agency sell would most likely go down like a lead balloon. The strength of the creative came from its ability to share what so many different people loved and valued about this way of life with the rest of Australia. Every single person who made a ‘prayer poster’ had a different message to share, and every single one was therefore curious and original.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created an integrated campaign all built around novel ‘THANK YOU’ to Jesus for everyday stuff. From beautiful caves and gorgeous babies right through to iPods and double 'V' neck guitars. All elements from the campaign were user generated, originating at a purpose built microsite (www.allaboutlife.com.au) where users could create their own THANK YOU, upload an image of their choice, type on their THANK YOU and submit it to a gallery. At the site, they could view other THANK YOUs, and find out more about the campaign. These gallery images were used for the above adshells, print and online display.

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 site also linked through to Facebook and Twitter, with the user group on Facebook numbering over 22 000 and Twitter- 1400. The campaign made all major tv networks, including over 5 minutes of discussion (and parody) on Australia’s number one rated show, Rove. Over 1700 churches from 15 denominations have joined for the first time under one effort. From an original target of 75,000 visitors, the campaign has generated more than 156,000 visits to date, with unique visits making up 102,000. Over 2000 'THANK YOUs' have been created, from over 100 countries. The campaign can be viewed at www.allaboutlife.com.au