Ditto TV DM SCREW THE COUCH by Percept/H Mumbai

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SCREW THE COUCH

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Industry TV Channels/Radio Stations and Programmes, Mobile television
Media Direct marketing
Market India
Agency Percept/H Mumbai
Art Director Arun Balagopal
Released February 2012

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: DITTO TV
Product/Service: DITTO TV APP
Agency: PERCEPT/H
Chief Creative Officer/Executive Creative Director/Copywriter: Ryan Menezes (Percept/H)
Chief Executive Officer: Prabhakar Mundkur (Percept/H)
Associative Creative Director, Copy: Prasad Venkatraman (Percept/H)
Art Director: Arun Balagopal (Percept/H)
Vice President, Client Servicing: Kenneth Rodrigues (Percept/H)
Vice President: Manoj Padmanabhan (Ditto TV)
Business Head: Vishal Malhotra (Ditto TV)
Media placement: Newspaper - Times of India - Mumbai, Bangalore, Delhi; DNA - Mumbai, Delhi, Bangalore - 22/2/2012

Describe the brief/objective of the direct campaign.
Get the maximum possible consumers to download the Ditto TV app and subscribe after seeing the launch ad.
Challenge: Convince consumers that they could watch TV anywhere and not just at home

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution:
The idea was to create a gatefold press ad that in a tongue-in-cheek manner builds intrigue and arouses curiosity about the Ditto TV app.

The headline read: Screw the couch. Now you can do it anywhere.

Explain why the creative execution was relevant to the product or service.
We decided that our press ad had to be much like the TV - Entertaining. We wanted to get the maximum consumers into the store for subscriptions on the morning of the app launch. And as more people read newspapers in the morning than watch TV, we placed the ad on the front page of the newspapers in major cities. We used the double entendre of 'Doing it anywhere' to play on the inherent naughtiness of the consumer. Using humour, we managed to be clutter-breaking and create the desired impact.

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.
Results: In just a week, we became the No.1 free top trending app on Apple iTunes Store. In 3 weeks, we had 100,000 downloads.
Not so surprisingly, we bumped Facebook off the No.12 position among the free top trending apps. We are now just below Angry Birds.
We had launched the service with 10 channels and after the press ad, our channel partners doubled to 20.