Dead End Job
Academic Excellence
Issue 7 | July 2008
Agency
Aim Proximity New Zealand
Creative Team
Dave King - Creative Director / Copywriter;Tony Clewett - Art Director
Production Team
Jo Tacon - Paragon; Toni Christian - Paragon; Paul Pritchard - Aim Proximity; Peter Hay - Aim Proximity
Other Credits
Frank Mulipola – Marketing Director
Date
December 2007
Background
As a parent, one of your greatest fears is your child failing at school and jeopardising their future. Academic Excellence provides a range of computer-based educational tools that can help bring children who are struggling at school back up to speed.
Idea
Aim Proximity chose to bring the parents’ fear to life in a dramatic manner by showing the kind of job no parent would want their child ending up in - the sandwich board guy who hands out flyers. While the sandwich board highlights the problem, the flyer highlights the solution, that Academic Excellence can help your child achieve success.
Results
A relevant message delivered in a humorous way straight into the hands of the target market at a time they are thinking about their child’s schooling, after school pick-up time. And over 30 sales leads generated in the week of activity.
Target Audience
Parents of school aged children at both primary and secondary schools in Auckland.
Size
During the week of activity, 500 flyers were distributed and an estimated 1,200 parents would have been exposed to the sandwich board message.
Our Thoughts
Dave King has left Australia to return to his native New Zealand and already AIM Proximity Auckland is beginning to produce ideas with his characteristic sense of fun. As I wrote in the intro, a laugh is about as direct a response as you could wish for. A laugh means your message is understood – and may even be remembered.