Godrej & Boyce DM INTIMATION LETTER by J. Walter Thompson Mumbai

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Industry Household maintenance & pet products, Alarms & Locks
Media Direct marketing
Market India
Agency J. Walter Thompson Mumbai
Photographer Rohit Redkar
Released October 2010

Credits & Description

Category: Flat Mailing
Advertiser: GODREJ & BOYCE
Product/Service: HOME SECURITY
Agency: JWT
Date of First Appearance: Oct 25 2010
Entrant Company: JWT, Mumbai, INDIA
Senior Vice President / Executive Creative Director: Tista Sen (JWT India)
Vice President / Senior Creative Director: Nandita Chalam (JWT India)
Senior Creative Director: Dipesh Kowarkar (JWT India)
Creative Supervisor: Dhaval Ramtirthkar (JWT India)
Digital Imaging Creative Supervisor -: Deepak Jadhav (JWT India)
Photographer: Rohit Redkar (JWT India)
Client Services Director: Gautam Roy (JWT India)
Account Director: Mustafa Nalwalla (JWT India)
Management Trainee: Aditya Menon (JWT India)
Media placement: Direct Mail - NA - 25 October 2010

Describe the brief/objective of the direct campaign.
House thefts are a common occurrence in India. Recently crime and terrorism activities have taken the centre stage. Even after the ever-increasing incidences people were just not interested in installing proper security measures in their homes. A common belief prevalent is that a safety door was enough to prevent all house thefts. A need was felt to sensitize them to this grave issue and stress on the need to securing their homes with security products.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Diwali is the biggest festival in India when majority of the households buy gold and gold ornaments, turning them into easy target for thieves. We decided to seize this vulnerable period and sent a letter ‘from the robber’ to potential buyers of home security products intimating them about the robbery attempt. After taking the person by surprise on the first page, the second page went on to reveal the brand message. The letter was delivered to the unsuspecting customer along with his daily mail.

Explain why the creative execution was relevant to the product or service.
Home Security products are ones that require high personal involvement at the buying stage. What better way to get into the personal space of an individual than through personal mails? Unlike a Point of Purchase communication which captures your attention just for a fraction of a second, the letter stays with the consumer for longer periods and is available for ready reference even at a later stage.

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.
On an emotional level, the film hit the right spot as intended. It delivered on the hard task of shaking the people off their complacency and created an urgent need for adequate security measures to be installed in homes. At the business level, the results were stupendous. GSS stores received over 50,000 enquiries in the first month itself, resulting in over 14,000 security products being sold. A remarkable feat considering that India is still a nascent market when it comes to security solutions.