D.I.Y. WINES by BBDO Mumbai for BBDO

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D.I.Y. WINES

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market India
Agency BBDO Mumbai
Executive Creative Director Rajdeepak Das
Creative Director Sandeep Sawant
Art Director Sagar Jadhav
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: BBDO INDIA
Product/Service: DIWALI AND NEW YEAR GREETING
Agency: BBDO
Date of First Appearance: Oct 17 2009 12:00AM
Entrant Company: BBDO, Mumbai, INDIA
Chairman & Chief Creative Officer: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Creative Director: Sandeep Sawant (BBDO India)
Art Director: Sagar Jadhav (BBDO India)
Media placement: Direct Mail - Hand Delivery - 17 - 10 - 2009
Describe the brief/objective of the direct campaign.
The objective was to send wishes to our clients on the occasion of Diwali. It’s the festival that also marks the new year in the Hindu Calendar.The strategy was to do it in an interesting and memorable way!
Explain why the creative execution was relevant to the product or service.
We are a start-up in India. We are in the business of ideas. The creative execution helped us showcase our ability to find creative solutions even when there is no budget.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Most Indians gift sweets, chocolates and wine to their clients during Diwali. Being a start up, we did not have the budget to spend on these expensive gifts. So we came up with the idea of giving fresh grapes instead of French wine! This would not only help us showcase our creative thinking, but get clients to talk about the unusual gift. The design strategy was born out of the thinking and writing of D.I.Y.Wines or Do It Yourself Wines.
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.
The idea travelled. Clients spoke about it to their friends and colleagues. People began talking about the idea. Word spread. We began getting calls from clients like Budweiser, SpiceJet, Paras and Emami.