Design Assembly

DA Friends


Design Assembly


Promotional Campaign, Copywriting, Digital, Photography

Design Assembly are celebrating their tenth birthday this year and needed a campaign to drive their ‘Friend’ subscription model to the New Zealand design and advertising industry. RUN was approached by the organisation to launch an educational campaign and membership drive, to raise awareness and get more sign ups. Our campaign concept 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. Similarly a ‘Studio Friend’ (paying $350) would get 350 rewards and an ‘Individual Friend’ (paying $80) would get 80 rewards. The rewards were as frivolous as a kiss on the hand, to a reserved piece of sushi at a DA event. We selected a few fun rewards to feature throughout the campaign, including short films, event posters, a DM piece, digital and print ads and across the DA website. DA have received over double the amount of sign ups from the previous year within just 6 months of launching the ongoing campaign.

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