CALL-UP PAPERS by Ireland/Davenport for South African National Museum Of Military History

CALL-UP PAPERS

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Industry Museums & Libraries
Media Direct marketing
Market South Africa
Agency Ireland/Davenport
Creative Director John Davenport, Philip Ireland
Art Director Natalie Urban
Copywriter James Winder
Released June 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SOUTH AFRICAN NATIONAL MUSEUM OF MILITARY HISTORY
Product/Service: MUSEUM EXHIBITS
Agency: IRELAND/DAVENPORT
Date of First Appearance: Jun 17 2009 12:00AM
Entrant Company: IRELAND/DAVENPORT, Johannesburg, SOUTH AFRICA
Creative Director: John Davenport (Ireland/Davenport)
Creative Director: Philip Ireland (Ireland/Davenport)
Art Director: Natalie Urban (Ireland/Davenport)
Copywriter: James WInder (Ireland/Davenport)
Media placement: Direct Mail - Mail - 17/06/2009

Describe the brief/objective of the direct campaign.
Despite the worldwide reputation of the South African National Museum of Military History (SANMMH), it is struggling to stay relevant to learners in today’s society. We aimed to address the growing apathy amongst learners with regard to the museum's subject matter by bringing history to life. The aim was to inspire curiosity and interest in the museum's subject matter, thereby encouraging learners to visit the museum and experience the museum's other exhibits firsthand.

Explain why the creative execution was relevant to the product or service.
The South African National Museum of Military History is a facility that exists to remind people how costly and futile war can be as a way of preventing future conflicts by bringing military history to life for its visitors. Our piece achieved precisely this - transporting learners back to a period of history with which they were previously unfamiliar. In doing so, the museum's subject matter was brought to life and highlighting its relevance to a new generation of learners.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to achieve the desired outcome, we create a set of mock call-up papers that were then mailed to learners throughout the Johannesburg area. We expected a fairly high response rate, given that the mailers were specifically targeted at learners dealing with the similar historical subject matter as part of their schools' curriculum.

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 results achieved far exceeded expectations. On a personal level, recipients of the mailer at first experienced a degree of shock at receiving call-up papers, and then relief at discovering them to be mock-ups. Some people even phoned radio stations - worried that their sons would have to do National Service. The piece inspired discussion and debate - effectively reviving a period of history that is gradually being lost to public discourse. Attendance at the museum showed a marked rise, and exhibits were extended indefinitely.