Challenge
Design Indaba – a creative conference, was losing market share to competitors. The perception that Design Indaba was strictly a “design conference for creatives” meant fewer sales in a tougher market.
Approach
We needed to help Design Indaba tap into the corporate zeitgeist – to position the conference to corporates in a language they’d understand. Similarly, we needed to remind creatives that Design Indaba remains the flagship creative conference in SA.
We decided to remind our audience that true innovation, disruption, technology and leadership start with creativity. Creativity is the pre-cursor to the invention.
Solution
Message:………………. is nothing without creativity.
Examples: Innovation is nothing without creativity.
We proposed a somewhat cynical campaign that sparks interest by reaffirming corporate’s scepticism towards creativity and then educating them otherwise. Design Indaba is a hub of ideas that inspires positive business transformation and change. Anything is possible with creativity.
Solution
Design Indaba is for creatives by creatives. It’s inspired by and has long inspired creatives’ imaginations and we’d like to tell them that we wouldn’t be the same without them.
Desk drops and direct mailers to creatives of varying seniorities delivered a sincere “thank you” on Valentine’s Day, and prompted them to buy tickets for the festival.
Message: For the love of ………………….
Examples:
For the love of design
For the love of that big idea
For the love of changing the world
