OVERTIME PIZZA

TitleOVERTIME PIZZA
BrandMELBOURNE ADVERTISING AND DESIGN CLUB
Product / ServiceAWARD CALL FOR ENTRIES
CategoryA02. Premiums & Giveaways
EntrantLEO BURNETT Melbourne, AUSTRALIA
Entrant Company:LEO BURNETT Melbourne, AUSTRALIA
DM/Advertising Agency:LEO BURNETT Melbourne, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Melbourne Executive Creative Director
Edward Heckes Leo Burnett Melbourne Copywriter
Dan Sparkes Leo Burnett Melbourne Art Director
Andrew Woodhead Leo Burnett Melbourne Creative Group Head
Elle Bullen Leo Burnett Melbourne Copywriter
James Orr Leo Burnett Melbourne Art Director

The Brief

MADC, Melbourne’s local advertising award show and one of the world’s smallest needed to remind people that despite it’s size, it was also reputable. It needed to re-establish its creative credentials as a way of dramatically increasing entries for 2012. But how do you sell to the advertising sales industry? They know every trick in the book. So the plan was to take a wholly original and fresh approach. One that would be different to anything a creative awards show had done in the past. Our strategy was to prove our relevance to the audience that was our financial livelihood.

Creative Execution

We would create a brand to sell our own brand. We didn’t want to mention the MADC in our initial communication as we were weary that the mere mention of the name would send up red flags. We did not want to tap into any pre-conceived notions and past impressions that the industry may have had. Once the ad industry had bought into the brand we had created specifically for them we would then reveal our true intentions. But whatever we planned to create it had to be believable, original and re-establish the credentials of a struggling creative award show.

Describe the creative solution to the brief/objective.

We created a new company that catered exclusively to the creative industry of Melbourne. We kicked off the campaign with a PR release announcing the store’s opening and targeted agencies with a FREE delivered pizza to anyone who signed up to the store on the Over-Time Pizza website. The industry jumped straight in, appreciating a new company that recognised and catered specifically to them. Through a partnership with a Melbourne pizza store, pizzas started rolling out to agencies across Melbourne. A special pizza box was made, which revealed that the campaign was actually MADC’s call for entries.

Results

Pizzas were ordered by, and delivered, to over 85% of the Melbourne creative industry. There were more entries received from non-advertising agencies than ever before. The show was suddenly embraced by local PR, media and design companies. 150 companies signed up for their Over-Time pizza in less than 5 hours. Most importantly, we were able to get the local Melbourne industry hungry once more for MADC.