The War Museum DM DELVILLE WOOD DICE by Ireland Davenport

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Industry Museums & Libraries, Shows, Events & Festivals
Media Direct marketing
Market South Africa
Agency Ireland Davenport
Executive Creative Director John Davenport, Philip Ireland
Art Director Natalie Urban
Copywriter James Winder
Released January 2011

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: THE WAR MUSEUM
Product/Service: MUSEUM EXHIBIT
Date of First Appearance: Jan 20 2011
Entrant Company: IRELAND DAVENPORT, Johannesburg, SOUTH AFRICA
Executive Creative Director: John Davenport (Ireland/Davenport)
Art Director: Natalie Urban (Ireland/Davenport)
Copywriter: James Winder (Ireland/Davenport)
Production Director: William Smith (Ireland/Davenport)
Executive Creative Director: Philip Ireland (Ireland/Davenport)
Media placement: Direct Mail - 1 Piece - Mail - 20 January 2011

Describe the brief/objective of the direct campaign.
The South Africa of today is thankfully far removed from the horrors and struggles of the wars that defined the last century. However, as we enjoy the relative peace and freedom that were won through those wars, a new generation of learners is losing touch with the realities of what those wars meant. The objective of the campaign was to reignite interest, particularly amongst learners, and encourage them to visit the museum, engage with its exhibits, and learn more about their history.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to develop a direct mail piece to be distributed to schools in the Johannesburg area. In this way, a relatively small number of mailers could translate into a large increase in attendance as teachers took their classes on field trips to the museum. We hoped for at least a 60% response rate from school groups, which would have a trickle-down effect to increase individual visits later on.

Explain why the creative execution was relevant to the product or service.
The key benefit of a museum is the tactile experience that it offers. By recognising this direct link with history, we brought to life an element of warfare that is very foreign to today's learners. The piece accurately reflected the odds faced by soldiers on the front line in the First World War, and we were able to give learners a sense of what it was like to be there. By inspiring debate, discussion and an understanding of what war means for individuals, not dissimilar from the today's learners themselves - mirroring the purpose of the museum in doing so.

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 were beyond what we had expected. After distributing the mailers to schools in the Johannesburg area, the museum experienced a significant increase in visits by large school groups which later translated into "follow-up" visits by families and smaller groups as the learners wanted to share their experience.

The museum reinstated itself as an outstanding educational experience for all ages and visits increased by 60% on an individual basis and visits by school groups increased by 30% on the annual average.