The JFK Presidential Library And Museum Digital OUR SPEECH by The Martin Agency Richmond

OUR SPEECH

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Industry Museums & Libraries
Media Digital, Interactive & Mobile
Market United States
Agency The Martin Agency Richmond
Creative Director Joe Alexander
Art Director Brian Williams
Copywriter Wade Alger
Designer Chris Peel
Producer Travis Smith
Account Supervisor Carrie Bird
Released January 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: THE JOHN F. KENNEDY PRESIDENTIAL LIBRARY
Product/Service: 50TH ANNIVERSARY OF JFK'S INAUGURATION
Agency: THE MARTIN AGENCY
Date of First Appearance: Jan 16 2011
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL: http://ourjfkspeech.org/
Creative Director: Joe Alexander (The Martin Agency)
Art Director: Brian Williams (The Martin Agency)
Copywriter: Wade Alger (The Martin Agency)
Designer: Chris Peel (The Martin Agency)
Print Producer: Jenny Schoenherr (The Martin Agency)
Chief Creative Officer: John Norman (The Martin Agency)
Account Supervisor: Carrie Bird (The Martin Agency)
Producer: Travis Smith (The Martin Agency)
Associate Director of Development: Kevin Power (The Martin Agency)
Developer: Zack Ensign (The Martin Agency)
Developer: Jeremy Misavage (The Martin Agency)
Developer: Andrzej Aniol (The Martin Agency)
Media placement: Website - Online - 20 January 2011

Describe the brief/objective of the direct campaign.
The mission of the JFK Presidential Library is to promote his legacy to current and future generations, with the belief that his words are as relevant today as they were 50 years ago. The objective was to bring JFK's inaugural address into direct contact with a new generation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited the world to step up to the podium and recite the address with him using social media. When a user Tweeted a part of the speech or posted a part of the speech to Facebook, the site flowed those tweets and posts together in sync with JFKs voice, creating a worldwide group reading and celebration of his words.

Because contributing to the speech meant posting to Facebook and Tweeting, the project effectively promoted itself since every Tweet and Facebook post contained not only a part of the speech but an explanation of the project itself.

Explain why the creative execution was relevant to the product or service.
We got the ball rolling on this project by sending out a video that demonstrated how it worked to news, technology, creative and educational news outlets so they could try it themselves and get the word out. Our brief was to honor JFK's inauguration in a way fitting for a President who was passionate about delivering his message using new technology and new forms of communication. 50 years ago, he used a new medium called television. Today we are using social media.

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.
On 20 January, thousands of people from 81 countries posted segments of the speech to their Facebook profiles and to Twitter, adding their voices to JFK's, and creating a mash-up that joined both nations and generations.