CLIMATE CHANGE CALENDAR by Ogilvy & Mather Gurgaon for Concern India Foundation

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CLIMATE CHANGE CALENDAR

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Industry Environmental & Animal Issues
Media Direct marketing
Market India
Agency Ogilvy & Mather Gurgaon
Associate Creative Director Shailender Mahajan, Radhika Singh
Group Account Manager Kabir Baidwan
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CONCERN INDIA FOUNDATION
Product/Service: GLOBAL WARMING AWARENESS
Agency: OGILVY & MATHER
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Associate Creative Director: Shailender Mahajan (Ogilvy & Mather, Gurgaon)
Associate Creative Director: Radhika Singh (Ogilvy & Mather, Gurgaon)
Senior Creative Director: Nitin Srivastava (Ogilvy & Mather, Gurgaon)
Group Creative Director: Ajay Gahlaut (Ogilvy & Mather, Gurgaon)
Group Account Manager: Kabir Baidwan (Ogilvy & Mather, Gurgaon)
Media placement: Calendar - Sent By Mail - 01 January 2010

Describe the brief/objective of the direct campaign.
Concern India Foundation wanted a simple, cost-effective solution that made people aware about the dangers of global warming. The target audience was people working in corporate houses. We didn't want the message to a be a mere one-off, but something that'll be a daily reminder. So, we came up with the strategy of sending them a calendar.

Explain why the creative execution was relevant to the product or service.
The creative made clever use of the small budget. The calendar's surprising order of months made the point with great impact and originality.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The client had a small budget and was expecting a simple solution. We avoided elaborate pictures and the usual global warming related images. Instead, we chose to make the point dramatically by simply shuffling the pages of the calendar: it started with October! This smart idea told people how global warming is affecting the seasons. The calendar also served as a daily reminder about global warming.

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.
2,000 calendars were mailed to people working in corporate houses. The planet did not cool down overnight but little changes started taking place: people made an effort to switch off lights and computers when not in use and there were more car pools in these offices. Some 20 odd people also volunteered to work on increasing awareness for global warming with Concern India Foundation.