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Client: Decorex
Project: Decorex & Plascon viral campaign
Brief & Objectives
- Increase awareness for the Decorex brand
- Increase the number of art collectors, interior designers and visitors to the Johannesburg and Cape Town shows
- Raise awareness for the quality fine art that Decorex exhibits
- Target the 'art factor' to the Cape Town audience and generalise the campaign to Johannesburg
Elements & Deliverables
Due to budget limitations, we created a simple concept to entertain the applicants, promote the Plascon brand and create awareness for investment art.
The production included a multi-template viral e-mailer that could make use of the clients’ existing systems, and was re- used with small modifications for Durban and Cape Town.
We created an interactive painting, which users could colour in with a variety of brushes and fill tools, with the colour palette being Plascon’s latest range.
To assist the campaign to spread virally, users could email their artwork, vote for their friends, and view all entries online.
A 'talk-show' booking system was added to the Decorex website to increase traffic over this period. This booking system was created with a dual purpose so it could be re- used for any booking requirements in the future.
Result
The information collected from the viral campaign provided our client with valuable marketing data, as well as statistics pertaining to their return on investment:
A 96% registration rate was recorded, with 1433 entries into the competition, which collectively generated 85 308 votes. Visitors to the Decorex website grew from 1182 visits per week before the campaign was sent, to a staggering 7215 visits per week after the campaign was sent. 73,49% of these visitors, were new visitors to the site, thus dramatically increasing awareness for the brand.
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