Aarey DM GLOVED UDDER by Taproot Mumbai

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Industry Milk
Media Direct marketing
Market India
Agency Taproot Mumbai
Executive Creative Director Agnello Dias
Copywriter Kaushik Iyer, Santosh Padhi
Photographer Amol Jadhav
Released March 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: AAREY INDIA
Product/Service: MILK
Date of First Appearance: Mar 25 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot)
Chief Creative Officer: Agnello Dias (Taproot)
Executive Creative Director: Santosh Padhi (Taproot)
Executive Creative Director: Agnello Dias (Taproot)
Art Director: Santosh Padhi (Taproot)
Copywriter: Santosh Padhi (Taproot)
Copywriter: Kaushik Iyer (Taproot)
Account Servicing: Mandar Sawant (Taproot)
Photographer: Amol Jadhav (Amol Jadhav Photography)
Media placement: Physical Direct Mail - Physical Direct Mail, Courier - 20th March 2011

Describe the brief/objective of the direct campaign.
In India, most of the milk sold and marketed comes from the un-organized sector. That’s because a majority of people still rely on getting milk directly from their local suppliers since it’s considered fresh. Even milk stockists keep local milk from nearby cowsheds and dairy farms. The problem with raw milk is that it often gets contaminated, because there are no hygiene measures in place. In fact, there are also numerous news articles linking health problems, especially in children because of unsterilized milk.
Therefore, the objective of the campaign was to convince milk-stockists to supply safe and sterilized milk.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A simple DM sent to dairy stockists. It was a surgical hand-glove, which when inflated, resembles an udder; thereby communicating the product and the proposition perfectly. An accompanying booklet also informed them about the benefits not just for the consumers, but for themselves as well.

Explain why the creative execution was relevant to the product or service.
Since safety and hygiene were the most important things to be communicated, the glove-udder DM worked simply and perfectly. Also, it’s also appropriate that Aarey, being one of Asia’s oldest and biggest milk distributors, takes such a step for the well-being and betterment of society.

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.
A 9% increase in sales soon after mailing activity. More stockist started asking for sterilized Milk. And being the first big movers in the category, we became the first name that came to mind when it came to uncontaminated, healthy and hygienic milk. This simple idea spoke directly to shop owners and convinced them more than any piece of expensive above-the-line communication could have. And since they believed in the proposition, they started advocating the benefits to the final consumers, who in a way were wanting this safe option for their kids and family.