Friends Campaign

Design Assembly

Design Assembly needed a campaign to drive their ‘Friend’ subscription model to the design and advertising industry in Aotearoa. This campaign strategy revolved around all the value you get when you sign up to become a Design Assembly Friend and exaggerating that in a fun, attention-grabbing way. We played on the amount of rewards you receive according to the dollar amount you pay. So if a studio joins up for a ‘Friend Plus’ subscription (paying $2,000) they get 2,000 rewards etc.

We wrote all 2,000 rewards, using them as a visual hyperbole across the campaign. Along with the standard subscription benefits the rewards were anything from a free glass of water at events, to kissing your hand, yelling out your studio name randomly at a workshop in a whoop whoopesque-style, getting a personal coat check or waiting on you hand and foot at a DA event - the quirkier the better. We selected a few fun rewards to feature throughout the campaign.

Creative executions included large A2 posters, which folded into an A5 leave behind brochure for studios. Short video ads, digital and print ads were also rolled out, as well as graphics across the Design Assembly website. Subscriptions increased by more than double on previous year.

Channels

Campaign Strategy
Advertising Campaign
Graphic Design
Film
Digital
Copywriting
Social
Print Collateral
Posters
DM