Aura DM BIRD POOP by 1pointsize

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Industry Automotive products, services and accessories
Media Direct marketing
Market India
Agency 1pointsize
Copywriter Anantha Narayan
Photographer Sharad Haksar
Released January 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: AURA
Product/Service: CAR WASH
Date of First Appearance: Jan 15 2011
Entrant Company: 1POINTSIZE, Chennai, INDIA
Executive Creative Director: Sharad Haksar (1pointsize)
Art Director: Sharad Haksar (1pointsize)
Photographer: Sharad Haksar (1pointsize)
Creative Director: Anantha Narayan (1pointsize)
Copywriter: Anantha Narayan (1pointsize)
Project Coordinator: Aswin Rao (1pointsize)
Media placement: Innovative Car Sticker - Mid Priced Cars - 15 January 2011

Describe the brief/objective of the direct campaign.
To attract new customers for the Pick up & Drop service of Aura Car Wash.

Car Cleaning is a 'When in doubt, postpone' problem for most car owners. So our task was twin fold: a) Heighten the need for a Car Wash b) Provoke the car owner into calling Aura Car Wash. Instead of sending a direct mailer to car owners we decided that the most arresting way to grab the attention of the car owner is to stick an 'in your face' direct response message on the front windshield.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A normal windshield sticker would have evoked scowls of protest from car owners. No one wants anyone to mess up their cars. Bearing this in mind, we invented the easy-to-peel fake bird poop sticker. From the outside it would seem like an irritating blemish on the car. Just when the owner steps into the driving seat, he or she would realise that what seemed like Bird Poop is actually like a bird poop shaped sticker with a message that reads: The Cleanest Way to do the Dirty Job. Aura Car Wash. Call: 4359 3414.

Explain why the creative execution was relevant to the product or service.
Our task was to heighten the need for car cleaning. We did that brilliantly with a SENSATIONALLY SIMPLE FAKE BIRD POOP STICKER that looked like a bird's droppings from the outside and a direct response message from the inside. Since this is the first time in the world anyone is using the Bird Poop as an advertising medium, we consider it very original.

Aura Car Wash wanted a Zero Media Spend Solution for their problem of attracting more signups for their car wash service. 'Bird Poop' was a shoestring solution for this.

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.
2000 easy-to-peel 'Bird Poop' shaped stickers were printed at a cost of less than USD 500. These were used in two phases.

We stuck 100 stickers over 3 days to test out the public reaction. We got 24 calls for pick up and drop. 80% of these were from mid-priced car owners. Emboldened by the response, we moved to phase-2.

PHASE-2: 1900 Cars
We plastered 1900 front windshields with the sticker over one month. The exercise got Aura 225 new clients. And an estimated new business of USD 5500 per month!