De-Securite DM ZZZZZ by McCann Erickson Mumbai

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Industry Household maintenance & pet products, Alarms & Locks
Media Direct marketing
Market India
Agency McCann Erickson Mumbai
Creative Director Ashish Chakravarty, Rajesh Bhardwaj
Art Director Rohit Devgun Ltd.
Copywriter Asha Raj, Kapil Batra Ltd.
Photographer Amit Dey, Shalini Shekhar
Released December 2010

Credits & Description

Category: Flat Mailing
Product/Service: SECURITY
Date of First Appearance: Dec 4 2010
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Executive Chairman / Chief Executive Officer / Regional Creative Director: Prasoon Joshi (McCann Worldgroup)
Creative Director: Ashish Chakravarty (McCann Worldgroup)
Creative Director: Rajesh Bhardwaj (McCann Worldgroup)
Creative Director: Rohit Devgun (McCann Worldgroup)
Creative Director: Kapil Batra (McCann Worldgroup)
Copywriter: Kapil Batra (McCann Worldgroup)
Copywriter: Asha Raj (McCann Worldgroup)
Art Director: Rohit Devgun (McCann Worldgroup)
Photographer: Amit Dey (McCann Worldgroup)
Photographer: Shekhar (McCann Worldgroup)
Computer Artist: Pawan Gogna (McCann Worldgroup)
Media placement: Direct - Direct Mailer - 04-12-2010

Describe the brief/objective of the direct campaign.
Despite a great product range, De-Securite wasn’t achieving sales targets. Because people were convinced their existing security was sufficient.
Brief- Create a need for ‘advanced’ security systems in people’s minds and encourage them to invest in De-Securite.
Strategy: The most common form of home and vehicle security in Delhi comes in the guise of night watchmen hired by residents themselves. However, far from being security specialists, these watchmen only perform during their principal ‘day’ job whilst taking up the nightly posting as an easy second income source. Predictably, on most nights you’ll find these watchmen as sound asleep as their employers. So we decided to unveil what happens under cover of night.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Solution: One morning, we made residents of a particular colony wake up to a harsh reality - they received photos of their night watchmen asleep on duty over several nights.
The message along with the photos urged them to visit the De-Securite stalls nearby and procure a more reliable security system.

Explain why the creative execution was relevant to the product or service.
The faith people had in their existing security arrangements was the biggest hurdle for De-Securite. With this creative solution, we not just managed to destroy that blind faith but also got De-Securite Security Solutions into their consideration. What made it even more appropriate was that De-Securite also came across as someone who was genuinely concerned about their security.

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.
Of the 550 mailers sent, 445 (81%) elicited enquiries from concerned residents and finally led to a staggering 349 (63%) confirmed orders. What’s more, we carried out this activity on a very tight budget (each mailer cost just Rs.8). Overwhelmed by the success of this campaign, De-Securite is now planning to carry out this activity in other localities as well.