WORLD PRESS PHOTO 2009 by Clemenger BBDO Wellington for The Netherlands Foundation

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WORLD PRESS PHOTO 2009

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Industry Shows, Events & Festivals, Charities, Foundations, Volunteers
Media Promo & PR
Market New Zealand
Agency Clemenger BBDO Wellington
Executive Creative Director Philip 'duster' Andrew
Creative Director Paul Nagy
Producer Scott Mcmillan
Released August 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: NETHERLANDS FOUNDATION
Product/Service: EXHIBITION
Agency: CLEMENGER BBDO
Date of First Appearance: Aug 11 2009 12:00AM
Entrant Company: CLEMENGER BBDO, Wellington, NEW ZEALAND
Entry URL: http://client.clemengerbbdo.co.nz/filechute/WPP Entry v2.zip
Executive Creative Director: Philip Andrew (Clemenger BBDO)
Creative Director: Paul Nagy (Clemenger BBDO)
Writers: Anne Boothroyd, Emily Beautrais (Clemenger BBDO)
Art Directors: Brigid Alkema, Katrina Jarratt (Clemenger BBDO)
Producer: Scott McMillan (Clemenger BBDO)
Designers: Susannah Field, Brent Courtney (Clemenger BBDO)
Photographers: Lindsay Keats, Steven Boniface (Clemenger BBDO)
Media placement: Billboards - Wellington CBC/Airport - 30 August 2009
Media placement: Adshels - Wellington Region - 30 August 2009
Media placement: Street Posters - Wellington Region - 30 August 2009
Media placement: Press Filler - NZ Listener, The Wellingtonian Paper - 30 August 2009
Describe the objective of the promotion.
World Press Photo celebrates the world’s best press photography. Hosted in Wellington for the sixth time, the exhibition showcased the best 200 photographs of 2008, providing an inventory of the defining world events. Our goal was to attract 15,000 paying visitors to the event over the three-week exhibition period. We had to overcome some significant challenges: withdrawal of sponsorship, apathy of the public, a plethora of other arts events, and a very limited media budget.Our challenge was to engage Wellington in the exhibition and give them a new, more personally relevant reason to attend.
Describe how the promotion developed from concept to implementation
The concept was simple; demonstrate what World Press Photo is all about by creating three news events.The problem was that if just one of the events failed to engage the media, the campaign would fail before we even had a chance to reveal who was behind it.Before the final three events were selected, more than 40 events were concepted and scoped for potential media and consumer interest, and achievability within the limited time and money available.In the end we achieved what we set out to do – create three news events that enaged the media and public of Wellington.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign was covered online, in newspapers and magazines and on radio and TV, both nationally and internationally. Plus, was enjoyed first hand by the thousands of Wellingtonians who saw the iceberg, ate at the restaurant and watched the Phoenix game. This enormous interest added $405,000 to the media value of the campaign, all for a budget of just $40,000.As a result, despite the withdrawal of key sponsorship, the apathy of the public around this sort of grim imagery, and a plethora of other arts events on in Wellington at the same time, we achieved our target of 15,000 paying visitors to the exhibition.
Explain why the method of promotion was most relevant to the product or service
Rather than create an advertising campaign to let Wellingtonians know about the upcoming exhibition, we created something that demonstrated what World Press Photo is all about. News.Three news events. Each one inspired by one of the themes of World Press Photo 09. Each one featuring one of the words that would eventually make up our headline ‘World Press Photo’. By creating a campaign of news events, we were able to demonstrate and engage the public of Wellington in the valuable job that the press do, therefore making the exhibition more personally relevent to them.