CROFT DM PUZZLE BOOK by Publicis Ambience Mumbai

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Industry Stationery, Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency Publicis Ambience Mumbai
Art Director Ashish Phatak
Copywriter Denise D'silva
Released December 2009

Credits & Description

Category: Flat Mailing
Advertiser: CROFT PENS
Product/Service: FINE NIB PENS
Date of First Appearance: Dec 31 2009 12:00AM
National Creative Director: Ashish Khazanchi (Publicis Communications Pvt.)
National Creative Director: Prasanna Sankhe (Publicis Communications Pvt.)
Copywriter: Denise D'silva (Publicis Communications Pvt.)
Art Director: Ashish Phatak (Publicis Communications Pvt.)
Media placement: Direct Mailer - Mail - 05/01/2010

Describe the brief/objective of the direct campaign.
To demonstrate how fine the nibs of the new pens from Croft are.

Explain why the creative execution was relevant to the product or service.
Pens are top of mind when they are needed to solve puzzles. This was the ideal way to deliver the message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People usually settle down to solve puzzles, crosswords etc. armed with pens. The puzzles in this booklet were intricate and tiny. They could only be solved with an extremely fine nib pen like Croft.

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 sales of Croft Fine Nib Pens saw a substantial increase.