OPEN BOOK PROJECT

TitleOPEN BOOK PROJECT
BrandTHE REACH FOUNDATION
Product / ServiceAWARENESS CAMPAIGN
CategoryA01. Creative Effectiveness
EntrantDDB GROUP MELBOURNE, AUSTRALIA
Entrant Company:DDB GROUP MELBOURNE, AUSTRALIA
Advertising Agency:DDB GROUP MELBOURNE, AUSTRALIA

Credits

Name Company Position
Grant Rutherford DDB Group Melbourne Executive Creative Director
Nick Cummins DDB Group Melbourne Creative Director
Daniel Grech DDB Group Melbourne Art Director
Stefanie Diagianvincenzo DDB Group Melbourne Copywriter
Jonathan Yuen DDB Group Melbourne Digital Designer
Carlo Cruz DDB Group Melbourne Programmer
Melissa Pillay DDB Group Melbourne Digital Producer
Daniel Hewitt DDB Group Melbourne Technical Director
Elly Hargreaves Mango Communications Pr General Manager
Lina Cabai Mango Communications Pr Account Director
Jess Brophy Mango Communications Pr Account Manager
Janine Wertheim DDB Group Melbourne Agency Producer
Marissa Brain DDB Group Melbourne Editor
Luci Schroder The Directors Group Director
Craig Griffin The Directors Group Producer
Luci Schroder The Directors Group Editor
Matt Thompson Risk Sound Sound Designer
Gasinc Music Design

Brief Explanation

The Open Book Project. A call 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. The aim was to show today’s youth that they’re not alone, that Reach understands them, that even Australia’s most successful people had their moments during their youth. Challenged by a low budget the aim was to drive the message of the campaign via social media and PR coverage. Contact was made through friend and professional networks with 2-3 celebrities to get the ball rolling. Unexpectedly, these celebrities started their own social campaigns amongst their friendship networks – other celebrities. Amazingly, popular radio and TV personalities 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’s diary entries. This in turn encouraged visitors to the site to submit their own teenage diary entries and post their stories via Facebook. As our celebrity’s stories spread through the media, the public became captive. What started as a trickle soon became a flood of entries with more people sharing their real life stories. The use of celebrity diary entries attracted free media coverage that equated to 9.1 million unique opportunities to see or hear about the Open Book project and the work of Reach. From relative obscurity, the brand was now on the radar of half the Australian population. Submitting real diary entries captivated 48 high calibre celebrities. • There were 59,994 page views and an average site visit of 5 minutes over the one-month campaign period. • Media outlets picked up the Project and ran with it as a special interest story. $1,271,440 worth of editorial coverage was achieved across TV, print, radio and online mediums. • The growth in Reach was enough to sustain a new office in Sydney enabling the brand to establish footprint in Australia’s most populous market. • The only costs were for the production of a call for entries video, and a micro-site. All media and agency costs were donated to support the Reach cause. As a result total spend only reached, $40,000. • When compared with the media coverage achieved, the ROI from this campaign was therefore 31:1. A payback of 3100%.