FOR TRUE READERS ONLY by Ogilvy & Mather Mexico for Gandhi Bookstores

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FOR TRUE READERS ONLY

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Industry Books
Media Direct marketing
Market Mexico
Agency Ogilvy & Mather Mexico
Art Director Alejandro Gama
Released March 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: GANDHI BOOKSTORES
Product/Service: BOOKSTORES
Agency: OGILVY MEXICO
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://200.52.76.195/gandhi_email/index.html
Vice President & Creative Services Director: Jose Montalvo (Ogilvy Mexico)
General Creative Director: Miguel Angel Ruiz (Ogilvy Mexico)
Creative Director/Copywriter: Carlos Holcombe (Ogilvy Mexico)
Art Director: Alejandro Gama (Ogilvy Mexico)
Production: Luis Felipe Guzman (Ogilvy Mexico)
Digital Strategy Director: Luis Falconi (Ogilvy Mexico)
Project Manager: Paula Bochides (Ogilvy Mexico)
Media placement: E-Mail - Online - 15 March 2010

Describe the brief/objective of the direct campaign.
Gandhi’s strategy has always been to make people read more. And now, Gandhi wanted to create a promotion to stimulate people to purchase more books. The target was Gandhi's current database, people who were existing customers or that at some point had purchased a book at Gandhi or had an account on Gandhi's website.

Explain why the creative execution was relevant to the product or service.
Gandhi's strategy is to make people read and all of its communication has always shown this big idea. Through this communication, we have narrowed the target even more, recognising (and thus creating loyalty with) those who really enjoy reading books, driving them to acquire even more books with a fun and stimulating creativity, and a discount coupon.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To do so, we decided to reward people who actually love reading. We sent an e-mail with an extract from Gabriel García Márquez novel ‘One Hundred Years of Solitude’. To non-readers, this e-mail would seem to be a long blabber of copy. But if you were a true reader and went through the whole copy, you would eventually find a line that read: ‘If you are reading this, it means that you deserve much more. Click here and print your two hundred pesos coupon and make it valid in your next purchase at any of our Gandhi Bookstores’.

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.
This e-mail was sent to a base of 12,500 people with the following results: Open rate: 54% Click rate: 24% Redeemed coupons: 13% Also, most people who redeemed the coupon actually bought more than 1 1/2 books.