Category: Titanium and Integrated
Advertiser: THE REACH FOUNDATION
Product/Service: AWARENESS CAMPAIGN
Agency: DDB GROUP MELBOURNE
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Creative Director: Nick Cummins (DDB Group Melbourne)
Art Director: Daniel Grech (DDB Group Melbourne)
Copywriter: Stefanie Diagianvincenzo (DDB Group Melbourne)
Digital Designer: Jonathan Yuen (DDB Group Melbourne)
Programmer: Carlo Cruz (DDB Group Melbourne)
Digital Producer: Melissa Pillay (DDB Group Melbourne)
Account Service: Jess Brophy (DDB Group Melbourne)
Director: Luci Schroeder (The Directors Group)
Producer: Craig Griffin (The Directors Group)
Sound Designer: Matt Thompson (Risk Sound)
Music Design: (Gasinc)
Editor: Luci Schroeder (The Directors Group)
Editor: Marissa Brain (DDB Group Melbourne)
Media placement: Website - Internet - 17/3/2011
Media placement: Online Banners - Internet - 17/3/2011
Media placement: EDM's - Internet - 17/3/2011
Media placement: Celebrity Call For Entries - Internet Film - 17/3/2011
Media placement: Radio - Local Radio Networks - 17/3/2011
Media placement: Outdoor - 20 Sites - 17/3/2011
Media placement: Direct Mail - CBD Multi Storey Offices - 17/3/2011
Media placement: Social Media - Facebook - 17/3/2011
Media placement: PR - Local Newspapers/TV & Radio Morning Shows - 17/3/2011
Describe the campaign/entry
Reach believes every teenager deserves support, regardless of their situation. We wanted to raise awareness of Reach and show teenagers that everyone – even the most famous people in Australia – went through exactly the same stuff once.
So we created The Open Book Project, publishing celebrity teenage diaries online at the openbookproject.com.au. TV and radio personalities, politicians, actors, sports stars, musicians and comedians all contributed intimate confessions.
As the stories spread through the media, the public was captivated. The Project generated 59,944 page views in a month, over $1.2m of editorial coverage, and spread our message to over 9m people.
Describe how the campaign/entry was launched across each channel in the order of implementation
The first phase was a call for entries to celebrities, actors, TV and radio personalities, politicians, sports stars, musicians and comedians, asking them to submit their own intimate diary confessions to our website, www.openbookproject.com.au.
Popular radio and TV personalities also offered their support to the campaign by reading their stories live on air, giving us widespread media awareness of the program for zero media cost.
We also produced outdoor, press, radio and direct marketing from the celebrity diary entries. This, in turn, encouraged visitors to the site to submit their own teenage diary entries and post their stories via Facebook.
Give some idea of how successful this campaign/entry was with both client and consumer
As our celebrity stories spread through the media, the public was captivated. What started as a trickle soon became a flood of entries, with more people sharing their real life stories.
In just 1 month, The Project generated 59,994 page views and an average site visit of 5 minutes. Even more impressively, we generated over $1.27m of editorial coverage across TV, print, radio and online, and spread our message to over 9m people. All for an outlay of just $40,000.