Loerie Awards Direct LOERIE AWARDS DraftFCB Johannesburg


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Sector Eventos
Media Direct
Mercado Sudáfrica
Agencia DraftFCB Johannesburg
Executive Creative Director James Cloete
Creative Director Aviv Weil Johannesburg, Sergio Innes
Art Director Louise Hutchinson, Danni Meneghin, Justin Joshua, Jelena Jovanovic, Archibald Malinga
Copywriter Liam Galt, Gert Laubscher, Francois Delport
Publicado marzo 2011

Creditos y descripciones

Category: Best Integrated Campaign Led by Direct Marketing
Product/Service: LOERIE AWARDS
Chief Creative Officer: Brett Morris (Draftfcb)
Executive Creative Director: James Cloete (Draftfcb)
Creative Director: Sergio Innes/Aviv Weil (Draftfcb)
Senior Copywriter: Frank Kunene (Draftfcb)
Copywriter: Liam Galt (Draftfcb)
Copywriter: Gert Laubscher (Draftfcb)
Copywriter: Francois Delport (Draftfcb)
Art Director: Louise Hutchinson (Draftfcb)
Art Director: Danni Meneghin (Draftfcb)
Art Director: Jelena Jovanovic (Draftfcb)
Art Director: Archibald Malinga (Draftfcb)
Art Director: Justin Joshua (Draftfcb)
Media placement: TV - SABC & MTV - 11 September 2011
Media placement: Print - Magazine (Migrate, Coup, Design Times, Enjin, Screen Africa and the Callsheet) - 1 April 2011
Media placement: Posters - Ad agencies, PR agencies, architecture firms, web agencies, - 17 March 2011
Media placement: Direct Mail - Ad agencies, PR agencies, architecture firms, web agencies, - 15 March 2011

Describe the brief/objective of the direct campaign.
The Loerie Awards, Africa’s premier advertising festival, was experiencing a 3-year decline in entries. Our brief was to bandage the bleed, whilst also raising the public profile of the Loerie awards.
The target audience was the creative community in South Africa: advertising agencies, production houses, design studios, ad schools and the like.
The strategy was to combat and somehow turn our critics - tapping into the latent cynicism of previously unsuccessful entrants who are often reticent to enter (and risk losing) again and convert them back into competitive participants of the Loerie Awards.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The people who bitch and moan about the validity and merit of creative awards are usually the ones who don’t win. With this insight we created a campaign to transform jaded creatives, who’d stopped entering, back into inspired creatives who’d want to create, enter and win again.
The Big Idea emerged as ‘Trans-hating’: a tongue-in-cheek campaign led by interactive direct executions designed to translate the negative things that haters say into what they really feel; forcing them to confront what actually drives their anti-award-show attitudes - making them feel silly for not entering. We titled the campaign ‘Don’t Hate. Create’.

Explain why the creative execution was relevant to the product or service.
The creative community regards itself as 'too cool for school' and is generally quite jaded and too judgmental to participate in any campaign, particularly one aimed at them. The Loerie’s find themselves talking to this crowd year after year with decreasing effectiveness; creatives have seen it all. By leveraging this insight and marrying traditional and digital mediums in new and surprising ways, we gave our local creative community a fresh and challenging campaign that they couldn’t ignore. It inspired debate. It inspired audience generated content. It inspired articles, blogs, tweets, emulation – and ultimately… lots of entries. Loeries 1 – 0 Haters.

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.
Marketing and PR generated an added value estimate of over R36m in unpaid media. Online coverage increased by 78% from 2010, broadcast coverage increased by 6%. The rate of decline in entries dropped from 5% in 2010 to just 2% - improving the 2011 projection by 250%. The campaign has been universally hailed by the Loerie organisers, sponsors, partners, general public and even our jaded ad community as the best Loerie’s campaign ever. More than 1,000 Virtual Grand Prix photos were uploaded (by ad guys!) and the campaign achieved the No.2 trending spot on Twitter.