Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: TENNIS AUSTRALIA
Product/Service: AUSTRALIAN OPEN 2012
Agency: M&C SAATCHI
Creative Director/Copywriter: Doogie Chapman (M&C Saatchi)
Art Director: Bryan Dennis (M&C Saatchi)
Producer: Eliza Malone (M&C Saatchi)
Retoucher/Studio: Ed Croll (M&C Saatchi)
Account Director: Jessica Chapman (M&C Saatchi)
Media placement: Large Scale Ambient Media - Richmond Train Station - 16/01/2012
Describe the brief/objective of the direct campaign.
The objective of our campaign was to increase the overall attendance at the 2012 Australian Open. The previous record attendance had been in 2010, when 653,860 people visited the event over the tournament fortnight. The overwhelming majority of our audience were Melbourne locals who had previously been to the event. So our strategy involved using targeted local media to again attract these people, while also enticing new visitors.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to remind the people of Melbourne that one of the world’s biggest sporting events was taking place in their backyard. So we chose to advertise at one of Melbourne’s busiest train stations – which also happened to be the closest transport hub for people attending the Australian Open. On an average week, over 45,000 people visited the station. Next, we needed to find an interesting new way to use the outdoor availability on-site.
Explain why the creative execution was relevant to the product or service.
Tennis isn’t a team sport – people come to watch the stars. And at the Australian Open in 2012, there was no bigger star in the game then men’s world number one, Novak Djokovic. Particularly after a season in which he had won 3 grand slams on 3 different surfaces. We decided to get Melbourne residents excited to come and see Djokovic play live by acknowledging his remarkable recent run of form. So we re-tooled rotating outdoor posters to innovatively demonstrate his achievements.
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.
The tournament figures for 2012 smashed all previous records for the event. 686,006 people attended the event, a 4.91% increase on next best year’s figures. This included 80,649 people on the middle Saturday of the event – a record daily attendance figure at any Grand Slam tennis event, ever.