COROMANDEL FERTILISER CARD by Grey Mumbai for Coromandel Fertilizers

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COROMANDEL FERTILISER CARD

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Industry Chemicals, Fertilizers & By-products, Metallurgy, Business equipment & services
Media Direct marketing
Market India
Agency Grey Mumbai
Associate Creative Director Bhavesh Kosambia
Executive Creative Director Rohit Malkani
Photographer Mangesh Parab
Released April 2009

Credits & Description

Category: Business Products & Services
Advertiser: COROMANDEL INTERNATIONAL
Product/Service: FERTILISERS
Agency: GREY WORLDWIDE INDIA
Date of First Appearance: Apr 12 2009 12:00AM
Entrant Company: GREY WORLDWIDE INDIA, Mumbai, INDIA
Associate Creative Director: Bhavesh Kosambia (Grey Worldwide)
Senior Copywriter: Arundhati Mishra (Grey Worldwide)
National Creative Director: Shalini Dam (Grey Worldwide)
Photographer: Mangesh Parab (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Media placement: Business Card - Client Meeting - 12/04/09

Describe the brief/objective of the direct campaign.
The target audience for these business cards were existing and prospective business clients. The cards were created to reinforce the scope of work done by Coromandel and to establish the company's philosophy.

Explain why the creative execution was relevant to the product or service.
The business cards were printed on seed paper and grew wildflower within a few days, when water was sprinkled on them. This clearly established the company as a fertiliser company that makes fertilisers that can grow green anytime, anywhere. This special paper was a novelty for the receiver and engaged him in a unique way. It was a good message to take home; Coromandel Fertilisers truly believe in what they make. The seeds embedded inside the business card paper reinforced the identity of the fertiliser company.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The business cards were printed on a special seed paper- recycled paper that contains seeds. They were divided into two parts by a perforation. While one side contained regular business card information, the other instructed the receiver to sprinkle water on that part and see the effects after 7-10 days. When the receiver followed the instruction, they saw that over a span of one week, that piece of business card grew wildflower.

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 receivers of these business cards got a unique opportunity to interact with the company. They were to follow a simple instruction given on the card and the result spoke for itself. The Coromandel employees who used these business cards received calls from their existing clients who told them that it was an interesting way to communicate the company's philosophy and nature of work. They were well received by the target audience and the unique opportunity to wait and watch the effect created curiosity and interest.