University of Phoenix DM MORSE CODE by Pereira & O'Dell San Francisco

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Industry Consumer & Public services, Education
Media Direct marketing
Market United States
Agency Pereira & O'Dell San Francisco
Associate Creative Director Jaime Robinson
Creative Director James Brown
Art Director Brett Beatty
Copywriter Russell Dodson David
Released October 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Date of First Appearance: Oct 16 2009 12:00AM
Entrant Company: PEREIRA & O'DELL , San Francisco, USA
Entry URL:
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Creative Director: James Brown (Pereira O'Dell)
Associate Creative Director: Jaime Robinson (Pereira O'Dell)
Associate Creative Director/Art Director: Lauren Harwell Godfrey (Pereira O'Dell)
Copywriter: Russell Dodson (Pereira O'Dell)
Strategy: Josh Brandau (Pereira O'Dell)
Art Director: Brett Beatty (Pereira O'Dell)
Media placement: Print Campaign-3 executions - Magazines, Newspapers - 16, October, 2009

Describe the brief/objective of the direct campaign.
To Promote University of Phoenix to the military; an audience notoriously quick to dismiss all advertising aimed at them. And to Create a campaign that would be as understood by the military as it would be misunderstood by the general public.

Explain why the creative execution was relevant to the product or service.
University of Phoenix was first started to serve those who couldn’t afford to give up their jobs in order to further their education. Namely: nurses, fireman and the military. Since less than half of military servicemen and women today take advantage of the education benefits available to them, many often return from service unprepared for the real world. University of Phoenix felt they had to help. The Morse code campaign showed this audience that they already possessed special skills and that they were predisposed to adding to their arsenal of knowledge.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed a print campaign where the headlines and copy were written completely in Morse code. This was done to only speak to our target in a way that let them know we appreciated their different skill sets and needs.

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.
We had five times the click through rate of any previous campaign. We increased the military student body by more than 47 percent. On average visitors to the website stayed and clicked through 2.7 pages as opposed to 1.2 of previous years.