WWF DM, Promo PUT BIRDS BACK ON TREES by Dentsu Marcom Gurgaon

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing, Promo & PR
Market India
Agency Dentsu Marcom Gurgaon
Executive Creative Director Nitin Suri
Art Director Rohit Dhamija, Divya Sethi
Copywriter Titus Upputuru, Udayan Chakravarty, Nikhil Kaul, Rahul A. R., Sakshi Chopra
Released June 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: WWF
Date of First Appearance: Jun 2 2009 12:00AM
Entrant Company: DENTSU MARCOM, Delhi, INDIA
Executive Creative Director: Nitin Suri (Dentsu Marcom)
Art Director: Rohit Dhamija (Dentsu Marcom)
Copywriter: Udayan Chakravarty (Dentsu Marcom)
Copywriter: Sakshi Chopra (Dentsu Marcom)
Art Director: Divya Sethi (Dentsu Marcom)
Copywriter: Nikhil Kaul (Dentsu Marcom)
Film Producer: Santana Issar (Santana Issar Production)
Copywriter: Titus Upputuru (Dentsu Marcom)
Copywriter: Rahul A. R. (Dentsu Marcom)
Media placement: Direct Marketing - Schools In New Delhi - 02/06/2009
Describe the brief/objective of the direct campaign.
Nearly 60 species of birds in northern India are endangered, threatened or vulnerable on account of trafficking. Despite a ban, trade in rare, wild birds is extensive and flourishing. The domestic market in India consists mainly of households who buy birds in cages for entertainment. The objective was to get it across to Indian homes that birds belong on trees, not in cages.The modus operandi, to target the most effective channel of communication in a household – the child.
Explain why the creative execution was relevant to the product or service.
We took the traditional bird in a cage toy - which had a bird on one side and a cage on the other. Flipping it created the optical illusion of a bird in a cage - an image literally engraved in the mind of every child who has played with that toy.We replaced the cage with a tree's branch. Flipping it now created the image of a bird on a tree with the messaging 'Put birds back on trees.'WWF used this toy in schools across New Delhi to talk about the problem and encourage discussion on it.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To create a noise, we targeted the loudest channel in a household - the child.The method was to set up an interaction with school going children. Whereby, we'd provide them with a lesson that wasn't just educational but interesting as well.Children, after all, are willing to learn more than anyone else.The response we envisaged was the communicationa. being set up as a talking point in every home.b. acting as a lead in to WWF's India page for a more involved interaction with the TA.c. getting across to future citizens in their formative years.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
WWF took the activation across schools in New Delhi. Thousands of schoolchildren not only interacted with the communication in a positive manner but also took it home, thereby setting up a talking point across in their respective households. A positive feedback has encouraged WWF to carry out the activation in schools across the country.