The JFK Presidential Library And Museum Print SEE JACK RUN by The Martin Agency Richmond


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Industry Museums & Libraries
Media Print, Magazine & Newspaper
Market United States
Agency The Martin Agency Richmond
Creative Director Joe Alexander
Art Director Brian Williams
Copywriter Wade Alger, Rachel Day
Account Supervisor Carrie Bird
Released January 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Oct 25 2010
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL:
Creative Director: Joe Alexander (The Martin Agency)
Art Director: Brian Williams (The Martin Agency)
Copywriter: Wade Alger (The Martin Agency)
Copywriter: Rachel Day (The JFK Presidential Library)
Print Producer: Jenny Schoenherr (The Martin Agency)
Chief Creative Officer: John Norman (The Martin Agency)
Account Supervisor: Carrie Bird (The Martin Agency)
Media placement: Website - Online - 30 April 2010
Media placement: Print - 3 Executions - National Magazine - 16 October 2010

Describe the brief/objective of the direct campaign.
Our brief was to honor the 50th anniversary of JFK's historic run for President in a way fitting for a President who was eager to embrace new technology and forms of communication. 50 years ago he used a new technology called television to reach people, today we are using social media to reach a new generation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We rebroadcast JFK's year-long run for president in real-time over Twitter.

The QR codes in the print led to the @Kennedy1960 twitter feed where JFK's run for President was rebroadcast in real-time using his words, photos videos and documents from the JFK Library. Each of the 2,000 tweets appeared exactly 50 years to the second after they originally happened.

Explain why the creative execution was relevant to the product or service.
JFK was a firm believer in new technology. 50 years ago he used a new technology called television to get his message to the people. Today we are celebrating his words and passion for new technology by using social media to deliver his message to a new generation. Delivering his run for president "live" throughout the course of the year allowed followers to feel not only like they were there 50 years ago, but also to place his words in the context of today.

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.
Throughout the year the Twitter feed generated over 10,000 followers, bringing JFK's legacy and the excitement of his Presidential run into direct contact with a new generation.