MYBOAT by Ogilvy & Mather Gurgaon for SEEDS INDIA

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MYBOAT

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency Ogilvy & Mather Gurgaon
Copywriter Mayur Hola
Illustrator Manisha Dubey
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SEEDS INDIA
Product/Service: DISASTER RELIEF ORGANISATION
Agency: OGILVY & MATHER
Date of First Appearance: Jan 3 2010 12:00AM
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Group Creative Director: Ajay Gahlaut (Ogilvy & Mather, Gurgaon)
Creative Director: Mayur Hola (Ogilvy & Mather, Gurgaon)
Copywriter: Mayur Hola (Ogilvy & Mather, Gurgaon)
Senior Art Director: Shakoon Khosla (Ogilvy & Mather, Gurgaon)
Art Director: Manisha Dubey (Ogilvy & Mather, Gurgaon)
Illustrator: Manisha Dubey (Ogilvy & Mather, Gurgaon)
Media placement: Calendar - At United Nation Conference - 03 Jan 2010

Describe the brief/objective of the direct campaign.
- Delegates from the European Commission, Christian Aid, Australian Aid and other donors attending the United Nations International Strategy for Disaster Relief world conference in Geneva. - To draw the attention and make an impact on the delegates and the donors who would be attending the conference towards the extensive devastation possible and already caused by climate change. To get a substantial grant for SEEDS India, that would allow the said organisation to continue and expand it's disaster relief activities in disaster ravaged regions across South Asia and India.

Explain why the creative execution was relevant to the product or service.
- An interactive calendar this involves you by having each month peeled, bit by bit revealing the white marbled wonder behind it. This elevates it from its normal wallpaper status. Through touch and feel the calendar delivers a message that the recipient can't ignore. - SEEDS is a non-profit, voluntary organisation that has and continues to restore schools and homes destroyed by the tsunami that hit South and South East Asia in 2004. As such the calendar perfectly encapsulates their task ahead, the efforts being put in by them already and their need for help.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A calendar that shows India's iconic wonder, Taj Mahal almost submerged was created to shock and draw attention. But it also shows how a little contribution by everyone can gradually remove the layers of water and that the cumulative effort can provide the solution to global warming, a phenomena that affects us all.

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.
A grant of 17.5 million USD for SEEDS India.