THE COMMUNICATIONS COUNCIL DM IAN'S GETTING READY by Publicis Mojo Sydney

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IAN'S GETTING READY

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Industry Shows, Events & Festivals
Media Direct marketing
Market Australia
Agency Publicis Mojo Sydney
Director Matt Devine
Executive Creative Director Micah Walker
Art Director Kirsty Gavin, Ruth Bellotti
Copywriter Ian Williamson, Justine Armour
Producer Alex Kember, Josephine Mackenzie
Photographer Ingvar Kenne
Editor Dan Lee At Karl Marks, Zen Rosenthal, Dave Whittaker
Released August 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: THE COMMUNICATIONS COUNCIL
Product/Service: AWARDS
Agency: PUBLICIS MOJO
Date of First Appearance: Aug 16 2010
Entrant Company: PUBLICIS MOJO, Sydney, AUSTRALIA
Entry URL: http://iansgettingready.com/
Executive Creative Director: Micah Walker (Publicis Mojo)
Copywriter: Justine Armour (Publicis Mojo)
Copywriter: Ian Williamson (Publicis Mojo)
Art Director: Ruth Bellotti (Publicis Mojo)
Art Director: Kirsty Gavin (Publicis Mojo)
Agency Producer: Jasmin Helliar (Publicis Mojo)
Agency Producer: Penny Brown (Publicis Mojo)
Director: Matt Devine (Revolver Films)
Producer: Alex Kember (Revolver Films)
Executive Producer: Michael Ritchie (Revolver Films)
Director of Photography: Matt Hart
Editor: Zen Rosenthal (The Editors)
Editor: Dave Whittaker (The Editors)
Editor: Dan Lee (The Editors)
Producer: Josephine Mackenzie
Retouching: (Cream Studios)
Photographer: Ingvar Kenne
Head of Digital Production: Rob Barac (Publicis Mojo)
Digital Art Director: Andy Cooke (Publicis Mojo)
Technical Director: Ian Tilley (Publicis Mojo)
Media placement: Internet Films - 8 Spots - Online - Iansgettingready.com - 16/08/10
Media placement: Magazine Press - Campaign Brief And B&T - 16/08/10
Media placement: Poster Mailout - All Industry Contacts - 16/08/10
Media placement: Email - All Industry Contacts - 16/08/10

Describe the brief/objective of the direct campaign.
Our task was to create an eight-week call for entries campaign for AWARD, the premier advertising award show in the southern hemisphere. The campaign was to be led by posters sent to agencies and weekly EDMs sent to a database of 10000 in the industry.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was a man: Ian. A humble copywriter, far from ready himself, Ian was enlisted to inspire other industry creatives to get their work ready for entry into the show. Our objective was to maintain the number of entries from the previous year, despite widespread industry cutbacks caused by the global financial crisis. Ian’s preparation journey kept people engaged, and served as a constant reminder that the AWARD deadline was looming.

Explain why the creative execution was relevant to the product or service.
In parallel with agencies getting their work ready to be entered into the show, Ian was getting ready too. Online, Ian could be tweaked and crafted by visitors to his website as they voted on everything from the clothes he’d wear on the night to the escort he’d take with him as a date. Ian gained momentum as various industry websites followed his journey, and Ian became more carefully crafted over time as more and more people became engaged and voted. Everything voted for online was reflected in the real-life Ian on AWARD night.

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.
Although it was promoted to a database of under 10000, with a budget of nil, the site received 21567 visits during the campaign period, of which 14858 were unique. Entries (2050 in total) remained consistent with the previous year, despite expectations of a decline following the global financial crisis.