The Association Of Accredited Advertising Agents DM WORLD'S FIRST BRAIN SCANNER by M&C Saatchi Kuala Lumpur

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Industry Shows, Events & Festivals
Media Direct marketing
Market Malaysia
Agency M&C Saatchi Kuala Lumpur
Executive Creative Director Henry Yap
Art Director Jeff Ooi Sdn Bhd, Ken-Byae Lee, Nazly Kasin
Copywriter Donevan Chew, Kenneth Menon, Levin Teh, Zamri Dzakaria
Designer Ellie See
Producer Evelynn Tan
Released September 2010

Credits & Description

Category: Corporate Image & Information
Date of First Appearance: Sep 16 2010
Entrant Company: M&C SAATCHI MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Creative Director: Henry Yap (M&C Saatchi)
Creative Director: Donevan Chew
Creative Director: Jeff Ooi
Copywriter: Donevan Chew
Copywriter: Levin Teh
Copywriter: Zamri Dzakaria
Copywriter: Kenneth Menon
Art Director: Jeff Ooi
Art Director: Ken Lee
Art Director: Nazly Kasin
Designer: Ellie See
Producer: Evelynn Tan
Production House: Passion Picture
Post Production House: VHQ Post
Web Developer: IF Interactive
Media placement: Mail Drop - Malaysia Advertising Agencies - 16 September 2010

Describe the brief/objective of the direct campaign.
Advertising to the masses is getting harder and harder each day. But the Malaysian 4As council wanted to engage and get creatives excited again about entering the 2010 Malaysian Advertising Awards. Our task was to challenge a bunch of very cynical types to buy into our idea in an engaging, fun and relevant way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using ‘neuromarketing’ and Augmented Reality Technology, we re-packaged the typical award show call-for-entry kit; usually in a poster and website format; to a state-of-the-art personal brain scanner that teleports Malaysian creative hotshots into the heads of our creatives for an analysis of their brain matter on the website.

Explain why the creative execution was relevant to the product or service.
As the 2010 Malaysian Advertising Awards (as well as every award show on the planet) was all about pushing the envelope, we decided to lead by example. The one-on-one sessions with our panel of creative hotshots also managed to get us into the minds of our creatives literally as well as engage with them on a more personal level.

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.
• Increased total award submissions for the year by 49%!
• Average of 10 minutes spend on per visitor
• Over 1,000 scans within a week.
• Over 150 fans on Facebook within 24 hours.
• Created buzz on mainstream media and social media.