CHANGE LIES WITHIN by OgilvyOne Gurgaon for Chivas Regal

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CHANGE LIES WITHIN

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Industry Whiskey
Media Direct marketing
Market India
Agency OgilvyOne Gurgaon
Creative Director Sangita Dev
Group Account Manager Surojit Dev
Released January 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PERNOD RICARD INDIA
Product/Service: CHIVAS REGAL 12 WHISKEY
Agency: OGILVYONE WORLDWIDE INDIA
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: OGILVYONE WORLDWIDE INDIA, Gurgaon, INDIA
Creative Director: Sangita Dev (Ogilvyone Worldwide)
Creative Supervisor: Sunil Gauri (Ogilvyone Worldwide)
Copy Supervisor: Mahim Chaudhuri (Ogilvyone Worldwide)
Vice President - Client Servicing: Sohni Pani (Ogilvy)
Group Account Manager: Surojit Dev (Ogilvy)
Sr. Account Executive: Abhinav Mathur (Ogilvy)
Production Supervisor: K K Sreenivasan (Ogilvy)
Studio Executive: Brij Mohan Vashist (Ogilvy)
Media placement: Direct Mail - Delivered via courier - 4.01.2010

Describe the brief/objective of the direct campaign.
An iconic spirit had to be reinterpreted to reflect the mood of the times without denigrating its timeless values. Chivas Regal 12 had undergone a grand transformation. So how do you make this change dramatic for the top range of the core team of Pernod Ricard India across divisions, who over the years, live through innumerable ‘look changes’ in their brand portfolio? And ensure the enthusiasm percolates right down to all those below them? The strategy was to bring to fore the luxury and exuberance Chivas resonates with, in a new light. In essence, what resided inside was simply brought out.

Explain why the creative execution was relevant to the product or service.
Classics never go out of fashion. They can only be showcased in a new light. More so when it’s a brand like Chivas. The strength and ingenuity of the creative rested on this fact – of celebrating the new without denigrating the old. All it took was to open the old carton and flip it inside out. And voila! As the old folds back, the new carton is formed - the perfect backdrop for the new Chivas 12 bottle.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The old holds within it, the new face of exuberance. This was demonstrated by turning the carton inside out! As the old carton is folded back, the new one emerges from within, with the new bottle resting on a pedestal. Tucked at the base are six identical miniatures of the ‘inside-out’ cartons. When pulled out and reversed, each reveals an exact new Chivas 12 bottle replica with an even bigger surprise: pen-drives loaded with the new brand manual. So the excitement cascaded down from the top 15 targeted to the 90 member strong sales team.

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.
Sometimes the impact of announcing change without the usual razzmatazz is more lasting. Not only were the core team taken aback by the multiple surprises the mailer held, but the levels of revelation intrigued them to go through every aspect in detail. And the piece de resistance - the miniature Chivas 12 bottle pen-drive, became as coveted as the new Chivas 12 bottle to be shared amongst all. What’s more, request for more miniature pen drives were placed to be gifted to the trade.