Warsaw Uprising Museum DM VOLUNTEER WITH REAL PASSION by Krzysztof Nienaltowski

Adsarchive » DM » Warsaw Uprising Museum » VOLUNTEER WITH REAL PASSION

VOLUNTEER WITH REAL PASSION

Pin to Collection
Add a note
Industry Museums & Libraries, Charities, Foundations, Volunteers
Media Direct marketing
Market Poland
Agency Krzysztof Nienaltowski
Creative Director Krzysztof Nienałtowski
Art Director Krzysztof Nienałtowski
Released March 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: THE WARSAW UPRISING MUSEUM
Product/Service: VOLUNTARY SERVICE FOR THE WARSAW UPRISING MUSEUM
Agency: KRZYSZTOF NIENALTOWSKI
Date of First Appearance: Mar 7 2011
Entrant Company: KRZYSZTOF NIENALTOWSKI, POLAND
creative director/art director: Krzysztof Nienaltowski (nienaltowski.com)
copywriter: Liliana Nienaltowska (nienaltowski.com)
account manager: Stefania Nienaltowska (nienaltowski.com)
Media placement: Radio Campaign - 20 Spots - Radio Kampus 97,1 FM Warsaw - 07 March 2011

Describe the brief/objective of the direct campaign.
The strategy was to find only the passionate people to apply for The Warsaw Uprising Museum Voluntary Service. Why only the passionate ones? Because they would be then in charge of guiding visitors and taking care of the exhibitions “Communication” and “Portable Wireless Sets” . A good knowledge of WW II communication devices and Morse Code is a must on this postion.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For 3 days Radio Kampus 97,1 FM Warsaw broadcast a radio spot in Morse Code:

.--- . ... .-.. .. - --- .-. --- --.. ..- -- .. . ... --.. --.. --. .-.. --- ... ... .. . ---.. ---.. ...-- ----- .---- --... ..... ...-- ....-
i.e.
If you understand this – call 883017534

Within 3 days 16 people called the phone number given in the ad. An employee of the Museum answered the calls, congratulated the callers on their outstanding knowledge of the code used in the Warsaw Uprising 1944 and offered them a position.

Explain why the creative execution was relevant to the product or service.
Morse Code was the only way to communicate through the radio between the insurgents during the Warsaw Uprising 1944. In our spot we use the same way to get in contact with potential volunteers. At the same time we make sure that only the right people will apply.

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.
Within 3 days 16 people called the phone number given in the ad. An employee of the museum answered the calls, congratulated the callers on their outstanding knowledge of the code used in the Warsaw Uprising and offered them a position.

It’s not clear yet how many of the callers will become new volunteers, because the recruitment process is still ongoing.