DESIGN FIGHTS by The Jupiter Drawing Room South Africa for Absa Bank

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DESIGN FIGHTS

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Industry Banking, Business equipment & services, Corporate Image
Media Promo & PR
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan
Art Director Sergio Ines Johannesburg
Copywriter Aviv Weil Johannesburg
Producer Helen D'hotman
Released February 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: ABSA BANK
Product/Service: DESIGN INDABA 2010 SPONSORSHIP
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 26 2010 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Entry URL: http://www.designindaba.com/designfights
Chief Creative Officer: Graham Warsop (The Jupiter Drawing Room (South Africa))
Executive Creative Director: Thomas Cullinan (The Jupiter Drawing Room (South Africa))
Art Director: Sergio Ines (The Jupiter Drawing Room (South Africa))
Copywriter: Aviv Weil (The Jupiter Drawing Room (South Africa))
Producer: Helen D'Hotman (The Jupiter Drawing Room (South Africa))
Game Programmer: Craig Wessels (Wicked Pixels)
Game Programmer: Andrew Shaw (Wicked Pixels)
Game Programmer: Magda Roets (Wicked Pixels)
Media placement: Online Game - The Web - 26 February 2010
Media placement: Web Banner - The Web - 24 February 2010

Describe the objective of the promotion.
With a budget of under €80,000, we were challenged to demonstrate Absa bank’s support of and relevance to the design community, and at the same time, increase Absa bank’s brand awareness as a sponsor of Design Indaba, the world’s leading design conference, amongst the designers in attendance during the 3-day event.

Describe how the promotion developed from concept to implementation
Design Fights. The arcade game giving designers the chance to defeat the obstacles standing in the way of great design. Fight the client, the deadline, the budget, technology and even your own self-doubt in the name of creativity. While designers could play the game at the conference, we wanted designers not in attendance to join the fight. Interactive web banners on the conference site and a tactical print ad in the conference magazine that led to an augmented reality micro-site, allowed a taste of the action, ultimately leading them to the online game and the chance to win a prize.

Describe the success of the promotion with both client and consumer including some quantifiable results
The creative immediately connected with the designers and game continues to be played online. The campaign garnered attention on radio, in print and on the web. Absa bank’s brand awareness as a sponsor of Design Indaba was the highest it’s ever been on record.

Explain why the method of promotion was most relevant to the product or service
Not only did the creative break through the clutter of the other sponsors of the conference, the communication spoke to designers on their level in a fun, interactive and innovative way, successfully demonstrating that although great design doesn’t come easy, with Absa bank’s support one can overcome any obstacle.