DISAPPEARING DISCOUNTS, 2 by DDB Mudra Group Mumbai for Lass Naturall Cosmetic

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DISAPPEARING DISCOUNTS, 2

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Industry Cosmetics & beauty products, Credit Cards
Media Design & Branding, Case study
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Copywriter Karunasagar Sridharan
Designer Preeti Verma
Photographer Santosh Koppisetti
Typographer Mahadeo S. Sawant
Illustrator Ashish S. Vaze
Released September 2010

Awards

Spikes Asia 2011
Design Corporate or Brand Itendity Bronze

Credits & Description

Type of entry: Corporate or Brand Itendity
Category: Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
Advertiser: R I AYURVEDA RESEARCH LABS
Product/Service: LASS NATURAL COSMETICS
Agency: MUDRA COMMUNICATIONS Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: KB Vinod (Mudra Communications)
Copywriter: Karunasagar Sridharan (Mudra Communications)
Art Director: Preeti Verma (Mudra Communications)
Designer: Preeti Verma (Mudra Communications)
Typographer: Mahadeo S. Sawant ()
Photographer: Santosh Koppisetti (Mudra Communications .)
Illustrator: Ashish Vaze (Mudra Communications)
Brief Explanation:
To make our offer stand out in a sea of discounts, we distributed discount coupons that not only informed customers about the sale, but also constantly reminded them of the little time they had left to rush to the store. By gradually turning into trash.
The die cut coupons were fashioned out of leaves and petals. Owing to the continuous loss of moisture, the text would inevitably expand and become unreadable in about 48 hours, rendering the coupons useless.
Apart from gaining footfalls, the coupons advertised the products’ main benefit – the fact that they were made from fresh natural ingredients.
Describe the brief from the client:
Lass natural cosmetics are made almost entirely with natural ingredients. Due to the minimal use of artificial preservatives, the products tend to have a shorter shelf life and stocks need to be replaced regularly. Our objective was to maximize participation during the last few days of their periodic clearance sale.
Description of how you arrived at the final design:
People are exposed to hundreds of offers and discounts every day. We decided to create coupons that were hard to ignore. The coupons effectively let customers know that an offer was slipping out of their hands with every passing second. While doing so, they also advertised what made the range of cosmetics special in the first place - the fact that they were made from fresh, natural ingredients, with minimal use of artificial preservatives.
Indication of how successful the outcome was in the market:
The coupons were dropped off at residences near major outlets, and inserted in newspapers. Existing customers in our database received coupons as well. Of the coupons distributed near 6 major outlets, a whopping 70% were handed over in time. Of course, the customers with tattered coupons didn’t leave empty-handed either. They received freebies with their purchase, just for taking the effort. The company recorded its highest-ever sales of near-expiry stock, in less than 5 days.