WE KNOW THAT YOU KNOW by ERNÖ for Wikipedia

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WE KNOW THAT YOU KNOW

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Norway
Agency ERNÖ
Copywriter Ulrik Solum Waagsether
Designer Hallvard Buli
Released November 2009

Credits & Description

Category: Flat Mailing
Advertiser: WIKIPEDIA NORGE
Product/Service: WIKIPEDIA.NO
Agency: ERNÖ
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: ERNÖ, Oslo, NORWAY
Art director: Sindre Veseth Foss (Reklamebyrået Ernö)
Copywriter: Ulrik Solum Waagsether (Reklamebyrået Ernö)
Designer: Hallvard Buli (Reklamebyrået Ernö)
Media placement: Direct Mail - Mail - 1 December 2009

Describe the brief/objective of the direct campaign.
The objective of the campaign was to attract and activate more knowledgeable contribitors within specific fields. The target audience was carefully selected among knowledgeable Norwegians not contributing at wikipedia.no The strategy was to show knowledgeable Norwegians how inadequate their special field of knowledge is displayed on the worlds biggest online encyclopedia, telling them that wikipedia thinks they are the one to make it better, and by this get them to contribute.

Explain why the creative execution was relevant to the product or service.
Wikipedia is all about sharing knowledge with the world and eachother. The more qualified contributors you get to write articles, the better the product. This idea embraces the fact that knowledgeable people usually like to share their knowledge and take pride in their field of expertise. By showing them how inadequate their special field of knowledge is displayed on the worlds biggest online encyclopedia, we wanted to strike a nerve within the recipient. The idea also show that wikipedia takes great interest in all types of knowledge.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We projected that a personal letter that recognised the recipients expertise, would be the best way to adress the target audience in order to reach the desired outcome: To get them to contribute at wikipedia.no.

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 idea didn’t expect or demand immediate response. What we can read from the response so far, is that those who have responded have edited or written other articles as well. In the example shown in the presentation, the new contributor has written three new articles in addition to the one we sent her.