Every year, The Art Gallery Society of NSW holds a corporate membership night to on-sell their corporate packages to prospective organisations.
Bubbles? Snacks? Wall-sized Warhol and Lichtenstein originals to amble amongst? You'd think it an irresistible invitation. Despite this however, previous years’ business lists bought and letters sent had failed to draw attendees to the event.
Where do you find these types that like snacks, art and wine? Where do you find execs under pressure to schmooze clients in ever more creative ways? We scratched our heads and hit it: Adland.
How clients perceive your organisation boils down to what you choose to project. To engage the advertising elite (printers, creative directors, media people, suits), we created a pack that would pop with them on a design and art level.
We scripted an invitation into the Lichtenstein-esque speech bubbles of 9 sequenced frames, which we uploaded to our Instagram Projecteo account to create the cassette that would form the invitation inside. Invitees then received a Projecteo mini projector delivered in our own toy-style plastic packaging.
At opening night for the Gallery's culminating event of 2014, each delegate who had responded was treated to a personalised pre-tour while we beamed the slide show we had sent them in miniature, up giant on a gallery wall to make the connection.
The cut-through and appeal of this pack, combined with superior audience targeting generated a 20% response rate with 10% converting into new, paid memberships valued at $5,000 each, or an ROI of 650%.