BREAK THE MOULD by OgilvyOne Gurgaon for Blender's Whisky

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BREAK THE MOULD

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Industry Electronic Devices & Home Appliances, Whiskey
Media Direct marketing
Market India
Agency OgilvyOne Gurgaon
Associate Creative Director Dushyant Chopra
Creative Director Sangita Dev
Group Account Manager Surojit Dev
Released November 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PERNOD RICARD INDIA
Product/Service: BLENDERS PRIDE WHISKEY
Agency: OGILVYONE WORLDWIDE INDIA
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: OGILVYONE WORLDWIDE INDIA, Gurgaon, INDIA
Creative Director: Sangita Dev (Ogilvyone Worldwide)
Associate Creative Director: Dushyant Chopra (Ogilvyone Worldwide)
Copy Supervisor: Mahim Chaudhuri (Ogilvyone Worldwide)
Vice President - Client Servicing: Sohni Pani (Ogilvy)
Group Account Manager: Surojit Dev (Ogilvy)
Senior Account Executive: Shivali Bhalla (Ogilvy)
Production Supervisor: K K Sreenivasan (Ogilvy)
Studio Supervisor: Anand Kumar (Ogilvy)
Media placement: Direct Mail - Delivery through courier - December 5, 2009

Describe the brief/objective of the direct campaign.
December 2009 marked a change for Pernod Ricard’s popular premium segment offering: Blenders Pride. A new pack – bottle and carton were in the offing. Keeping this in mind, the key challenge was to enthuse the sales team and trade just before the launch of the new bottle in a manner that engages, excites and breaks their sense of déjà vu. The overall strategy was to Shake them, Move them and Break the ‘I have seen it all!’ attitude. The Direct Mailer had to be such that the ennui was forever shattered, literally.

Explain why the creative execution was relevant to the product or service.
Blenders Pride is a whisky that is popular amongst the youth and so the creative had to reflect an energy and vigour that connects with the sales team. Hence a creative rendition that reflects this very spirit, effectively captured in the break-through revelation for the new Blenders Pride bottle. Much like a sculptor, who before holding up the masterpiece, has to break the original mould.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
For something new to emerge, the old has to be shed. In one dramatic sweep, with no going back. Hence the creative idea: Break the Mould. 300 recipients were sent a clay mould of the Blenders Pride bottle with a miniature hammer. The message urged them to literally break the mould, from within which emerged the new bottle. From behind the mould, appeared the handy bottle-shaped new brand booklet. This ‘hands-on’ dramatic experience instilled a sense of personally bringing the new Blenders Pride to life. The novelty continued with the miniature bottle, proudly sitting on the desk as a paperweight!

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.
How do you measure enthusiasm!? By the sheer spontaneity of response to the Direct Mailer, that became a breakthrough of sorts. It not only shattered mindsets but also defied all clichéd notions of ushering in change. The excitement and buzz generated across offices led to eager enquiries from almost all recipients about the launch date. So overwhelming was the response that a repeat order of 100 Direct Mailers was placed.