Cafe Coffee Day DM CHANGE THE WORLD IN 366 DAYS ANNUAL PLANNER by Creativeland Asia

Adsarchive » DM » Cafe Coffee Day » CHANGE THE WORLD IN 366 DAYS ANNUAL PLANNER


Pin to Collection
Add a note
Industry Coffee, Tea, Breakfast Drinks, Retail, Distribution & Rental companies
Media Direct marketing
Market India
Agency Creativeland Asia
Executive Creative Director Anu Joseph, Vikram Gaikwad
Creative Director R.venkatraman, Viraaj Braganza
Art Director Sanket Avlani
Copywriter Akshay Rajpurohit
Photographer Appurva Shah
Released December 2011

Credits & Description

Category: Dimensional Mailing
Product/Service: COFFEE SHOP
Chief Creative Officer: Sajan Raj Kurup (Creativeland Asia)
Executive Creative Director: Vikram Gaikwad (Creativeland Asia)
Executive Creative Director: Anu Joseph (Creativeland Asia)
Creative Director: R Venkatraman (Creativeland Asia)
Creative Director: Viraaj Braganza (Creativeland Asia)
Copywriter: Akshay Rajpurohit (Creativeland Asia)
Art Director: Sanket Avlani (Creativeland Asia)
Agency Producer: Aditya Dhull (Creativeland Asia)
Photographer: Appurva Shah (Freelance Photographer)
Media placement: Annual Planner - For Sale Inside Cafe - 1st Dec 2011

Describe the brief/objective of the direct campaign.
India is a country that is still growing. A billion people living their everyday lives amidst chaos, drama and political turmoil. It's not surprising then that such an atmosphere advocates a need for change in the hearts of the youth. Young people talk of change and transformation all the time but do not have the right tools to bring about any of it. Cafe Coffee Day wanted to change all that. And what better way to do so than to use their annual planner as a medium.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The 'Change the world in 366 days' annual planner was sent as a direct mailer to the most frequently visiting young Cafe Coffee Day customers from across the nation. The planner contained 366 stickers that they could use to change something around them, including themselves. From discouraging road rage and bad manners to creating happiness and joy, these stickers empowered them to make a difference.

Explain why the creative execution was relevant to the product or service.
Change needs its heroes. It needs representatives. Cafe Coffee Day chose its best representatives and asked them to spark off this movement. Changing a country of a billion people isn't easy. But it isn't impossible either. By choosing its flag bearers, Cafe Coffee Day gave the people of India their first world-changers.

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 response was over-whelming to say the least. The young transformers sent in pictures of places they stuck their stickers on and wrote about all the attention their planner was getting due to its empowering abilities. People called in, wanting to purchase one and start their own movement. The direct mailers helped generate intrigue in the minds of people and helped inspire them to pick up their own planner and become much more than mere citizens. They became world-changers.