POPCORN LEAFLET by DDB Mudra Group Mumbai for Big Flix

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POPCORN LEAFLET

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Industry TV & Video Rentals
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director K.b. Vinod
Art Director Pushkar Shintre
Copywriter Ragini Singh
Photographer Sudhanshu Thakur
Released August 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: BIG FLIX
Product/Service: DVD RENTAL STORE
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Aug 2 2010
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar
Executive Creative Director: K.B. Vinod
Art Director: Pushkar Shintre
Copywriter: Ragini Singh
Photographer: Sudhanshu Thakur
Photoshop Artist: Mangesh Kadam
Media placement: Newspaper Insert - The Times Of India Newspaper - 2 August 2010

Describe the brief/objective of the direct campaign.
Big Flix wanted to get people to think of them when renting a DVD. For this purpose they came out with an offer in which anybody could take home a trial DVD absolutely free. Unfortunately many new DVD stores that had mushroomed all over the city, promised similar offers. Our main task was to make Big Flix stand out.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Big Flix leaflets were made and sent as newspaper inserts. What seemed like a regular leaflet took people by surprise when they realized that it could be thrown into a microwave and would turn in to a ready to eat bag of popcorn.

Inquiries and footfalls at all Big Flix stores enjoyed a healthy spike. This innovative leaflet helped provide a lesser known player like Big Flix, much needed awareness.

Explain why the creative execution was relevant to the product or service.
Considering no movie experience seems complete without a bag of Popcorn this leaflet helped do just that. Big Flix's innovative leaflet immediately caught attention with very little media spend and also created considerable buzz all for a negligible media cost.

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.
Inquiries at all Big Flix stores enjoyed a healthy spike, calls went up by 22% and a 10% increase in footfalls within a fortnight.