Diesel DM MOOLAH BOX by Happy

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Industry Apparel, Clothing & Footwear, Apparel & Accessories Stores
Media Direct marketing
Market India
Agency Happy
Creative Director Kartik Iyer, Praveen Das
Art Director Viduthalai Raj M
Copywriter Sanaa Abdussamad, Athul Chathukutty
Illustrator Rishidev Rk
Released December 2010

Credits & Description

Category: Dimensional Mailing
Date of First Appearance: Dec 14 2010
Entrant Company: HAPPY CREATIVE SERVICES, Bangalore, INDIA
Creative Director: Kartik Iyer (Happy Creative Services)
Creative Director: Praveen Das (Happy Creative Services)
Designer: Rishidev RK (Happy Creative Services)
Art Director: Rishidev RK (Happy Creative Services)
Art Director: Viduthalai Raj (Happy Creative Services)
Copywriter: Sanaa Abdussamad (Happy Creative Services)
Copywriter: Athul Chathukutty (Happy Creative Services)
Illustrator: Rishidev RK (Happy Creative Services)
Studio Head: Ramakrishna R (Happy Creative Services)
Account Manager: Ravi Bhat (Happy Creative Services)
Client Relations: Ajay Kumar (Happy Creative Services)
Media placement: Launch Invite - Mailed To Guests - 14th December 2010

Describe the brief/objective of the direct campaign.
Diesel was launching in the capital city of Delhi, India and we had to come up with a launch idea that would hold true to the brand and the city.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Inspired by the political air of the city, we designed Diesel’s big launch in the capital of Delhi with the Diesel Democratic Party. A fun party, unlike any other.

Explain why the creative execution was relevant to the product or service.
Taking cue from recent publicity stunts by political parties outdoing each other with bigger and better money-garlands, we decided to invite the top celebrities of the city with the Diesel Moolah - a money garland with fake currency to bribe their way into this party.

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.
Celebrities lapped it up in an instant. Some reactions: ‘Love moolah, it’s so Delhi’; ‘you guys are crazy, can I work for you?’; ‘kick-ass, can’t imagine what the party would be like.’ Almost every invitee turned up that night.