Prism Papyrus DM GROWING TREES by DDB Mudra Group Mumbai

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GROWING TREES

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Industry Stationery
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Art Director Vinayak Gaikwad
Copywriter Prajato Guha Thakurta
Designer Oscar Díaz Goberna
Released November 2011

Credits & Description

Category: Business Products & Services
Advertiser: PRISM PAPYRUS PRIVATE
Product/Service: FEDRIGONI
Agency: DDB MUDRA GROUP
Creative Director: Prajato Guha Thakurta (DDB Mudra Group)
Copywriter: Prajato Guha Thakurta (DDB Mudra Group)
Creative Director: Vinayak Gaikwad (DDB Mudra Group)
Art Director: Vinayak Gaikwad (DDB Mudra Group)
Designer: Oscar Diaz (Oscar Diaz Studio)
Film Director: Shirsha Guha Thakurta (Little Lamb Films)
Director Of Photography: Surjodeep Ghosh (Little Lamb Films)
Editor/Photographer: Navin (Little Lamb Films)
Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Media placement: Posters - Corporate Offices, Printing Presses - November 16, 2011

Describe the brief/objective of the direct campaign.
Prism Papyrus, exclusive distributor for Fedrigoni, wanted an attention-grabbing idea to promote Fedrigoni's new range of recycled papers so that offices switched to this greener option to help save our trees. Despite the demand for paper growing at an annual rate of 9% in India, the demand for Fedrigoni’s recycled papers was surprisingly low. The objective was to come up with a high-impact idea that would create awareness about their product and subsequently increase sales.The target audience, drawn from both existing and new customers, was corporate print buyers and sellers in Mumbai.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a series of posters using an innovative technique based on the capillary action of ink on paper. As the ink started spreading, a tree started taking shape on each poster, quite literally growing in front of people's eyes. Through the visual impact of a tree coming to life, we brought alive the importance of using recycled paper and created awareness about Fedrigoni's recycled papers.

Explain why the creative execution was relevant to the product or service.
Instead of using a conventional poster, we employed a never-seen-before design innovation to bring alive our message. The dynamism of these posters made them memorable and Fedrigoni's recycled papers had top-of-mind recall among our target audience. What made the creative execution most appropriate to a brand that is fiercely eco-friendly is that we printed these posters on Fedrigoni's recycled papers and instead of preaching about the benefits of using recycling paper, simply demonstrated the same in a visually-engaging manner.

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.
After the campaign, awareness about Fedrigoni's recycled papers increased by 68% among the target audience. Within 6 months, 73 companies in Mumbai switched to Fedrigoni's recycled papers, placed orders for around 150 tons of paper and saved 2,550 trees. Prism Papyrus now plans to launch this poster campaign in other Indian cities.