Cupid Condoms DM LIVE ASSORTED by McCann Erickson Mumbai

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LIVE ASSORTED

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Industry Contraceptives & Pregnancy Tests
Media Direct marketing
Market India
Agency McCann Erickson Mumbai
Art Director Prashant Kandalkar
Illustrator Amol Kulkarni, Noothan Public Relations, Vivek Shinde
Released October 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: CUPID
Product/Service: CONDOMS
Agency: McCANN WORLDGROUP
Date of First Appearance: Oct 10 2010
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Executive Chairman / Regional Executive Creative Director: Prasoon Joshi (McCann Worldgroup)
Creative Team Leader: Amol Kulkarni (McCann Worldgroup)
Art Director: Noothan Public Relations (McCann Worldgroup)
Art Director: Prashant Kandalkar (McCann Worldgroup)
Illustrator: Amol Kulkarni (McCann Worldgroup)
Illustrator: Noothan Public Relations (McCann Worldgroup)
Illustrator: Vivek Shinde (McCann Worldgroup)
Head of Production: Robert Joseph (McCann Worldgroup)
Production: Harshal Pandere (McCann Worldgroup)
Production: Nagesh (McCann Worldgroup)
Media placement: Pack With Samples - Direct Mailer To Database - 10 October 2010-1 April 2011

Describe the brief/objective of the direct campaign.
Cupid Condoms, a fairly popular brand in India, wanted to somehow reach the right TG and direct them to their website which displayed their latest range of products. The challenge was how to target the right audience for condoms. And what is the ‘right’ audience to begin with.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Pleasure comes with variety – be it an assortment of condoms or positions. So, we created a pack of six assorted condoms with six different art styles, i.e. Manga Art, Renaissance, Indian miniature, Classic comic, Pixel art and Negative pop art. When played with, the package illustrates a combination of 26 erotic poses to form an interactive device. It leads the user to see different positions and different styles. This pack was sent to anyone who was about to embark on a honeymoon. Quite a cool thing to carry for a honeymoon, you’d agree.

Explain why the creative execution was relevant to the product or service.
Condom usage, we realised, was the highest in the first couple of years of marriage. So, we acquired the database of couples who had booked themselves on a honeymoon package from all popular tour operators in India. What we achieved was that the message was driven through art and interaction. Every culture, society has erotic expressions in art and it fits just perfectly for a brand of condoms.

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.
70%, i.e. almost 5000, of the people who received the DM logged on to the site even before they set off on their honeymoon. We sincerely hoped the couples would put our packaging to good use, and don’t just play with it like it were Rubik’s Cube. But the DM generated a huge brand recall and sales in the next 3 months increased buy 38%.