SCROLL ALL THE WAY DOWN

TitleSCROLL ALL THE WAY DOWN
BrandNEW ZEALAND MARKETING ASSOCIATION
Product / ServiceMARKETING SEMINAR
CategoryA04. Direct Response Digital Media
EntrantRAPP NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company:RAPP NEW ZEALAND Auckland, NEW ZEALAND
DM/Advertising Agency:RAPP NEW ZEALAND Auckland, NEW ZEALAND

Credits

Credits

Name Company Position
Wayne Pick Rapp New Zealand Executive Creative Director
Kim Pick Rapp New Zealand Creative Director
Susan Young Rapp New Zealand Head of Copy
Rob McDowell Rapp New Zealand Art Director
Phil Tetley-Jones Rapp New Zealand Copywriter
Rianna Munro Rapp New Zealand Designer
Robert Limb Rapp New Zealand Managing Director
Maggie Christie Rapp New Zealand Client Services Director
Teresa Davis Rapp New Zealand Account Director
Amy Bullen NZ Marketing Association Business Manager – Events and Education

The Brief

The NZ Marketing Association wanted to create awareness of its course on ‘word of mouth’ communication amongst 2,941 members on its email marketing database. ‘WOM’ includes all forms of referral – especially email.

Creative Execution

Rather than tell people about the power of word of mouth - we used the medium to prove it. Insights showed us no matter how busy people were (including cynical marketers), they often made time to look at content forwarded by colleagues and friends. When you scrolled down, urged on by comments like "check this out" and "brilliant", instead of the typical viral content, it revealed a simple statement that Word of Mouth Marketing worked - and details about the course. All the referral names used were members of the marketing community giving the experience added credibility.

Describe the creative solution to the brief/objective.

Even though they were paying members of the Marketing Association and had opted in to receive email communications, this audience was busy, cynical and resistant to "sales" messages, so open rates were not often high. We wanted to use the power of word of mouth and referral marketing - the very subject of the course - to get them to open our email and experience it for themselves. So our "Make sure you scroll all the way down" campaign had all the hallmarks of a viral email passed on by friends eager to share it.

Results

The email proved its point. The open-rate was 50%, over 250% higher than average. The click-though-rate was 18%, 400% higher than average.