STRAY DOGS by Ogilvy & Mather Kolkata for Friends Of Dog

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STRAY DOGS

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market India
Agency Ogilvy & Mather Kolkata
Executive Creative Director Sumanto Chattopadhyay
Creative Director Sukhendu Mukherjee
Copywriter Hannah Rohini Jacob Joseph
Released February 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: FRIENDS OF DOGS
Product/Service: VETERINARY MEDCINE
Agency: OGILVY & MATHER
Date of First Appearance: Feb 15 2011
Entrant Company: OGILVY & MATHER, Kolkata, INDIA
Executive Chairman/Creative Director: Piyush Pandey (Ogilvy & Mather)
Executive Creative Director: Sumanto Chattopadhyay (Ogilvy & Mather)
National Creative Director: Rajiv Rao (Ogilvy & Mather)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather)
Creative Director: Sukhendu Mukherjee (Ogilvy & Mather)
Creative Partner: Koustuv Chatterjee (Ogilvy & Mather)
Creative Controller: Jayatsen Bhattacharya (Ogilvy & Mather)
Copywriter: Hannah Rohini Jacob Joseph (Ogilvy & Mather)
Senior Visualiser: Siddhartha Sankar Ray (Ogilvy & Mather)
Junior Visualiser: Shalini Roy (Ogilvy & Mather)
Media placement: Direct Mailer - Residential Areas Of Salt Lake, Park Circus, Jodhpur Park And Maniktala, All Located In Kolkata. - 15 February 2011

Describe the brief/objective of the direct campaign.
Friends of Dogs, a local animal welfare organisation, wanted to make residents of Kolkata aware of the perils of an unchecked stray dog population in the city, as well as bring attention to the humane practice of sterilization.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a piece of communication that residents couldn't miss. A card was designed, made of multiple dog cut-outs attached to each other. This was then inserted into mailboxes. When residents would pull out the card of the dog, they would consequently pull out many other such dogs. Thus uniquely mimicking the way in which the stray dog population in Kolkata is escalating.

Explain why the creative execution was relevant to the product or service.
It was an interactive demonstration of the problem, and since our client wanted residents to inform the organisation about the unsterilized strays in their areas, the physical form and placement of the direct mailer ensured that residents got the message.

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.
Even though many residents were generally aware of the stray dog problem, it was the first time they had a humane solution handed to them. A contact number was provided on the direct mailer, whereby Friends of Dogs received over 300 calls in the first month of initiating this activity, and successfully carried out over 200 sterilizations within the same time span. That's a reduction of 1,34,000,00 projected stray dogs in just one month, as well as fewer accidents, injuries and sickness amongst competing strays.