TORN ENVELOPE by J. Walter Thompson Mumbai for Godrej

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TORN ENVELOPE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Art Director Hetal Ajmera
Copywriter Pallavi Chakravarti
Photographer Rohit Redekar
Released November 2009

Credits & Description

Category: Flat Mailing
Advertiser: GODREJ SECURITY SOLUTIONS
Product/Service: SECURITY COMPANY
Agency: JWT INDIA
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Tista Sen (JWT India)
Senior Creative Director: Goral Ajmera (JWT India)
Copywriter: Pallavi Chakravarti (JWT India)
Art Director: Hetal Ajmera (JWT India)
Photographer: Rohit Redekar (JWT India)
Digital Artist: Deepak Jadhav (JWT India)
Media placement: Flat Mailer - Housing Socities Across The City - 15th Novemer 2009

Describe the brief/objective of the direct campaign.
The brief - to shatter complacency. 'A burglary? In my house? Rubbish! I'm well protected.' Most families put home security solutions on the back burner because of this attitude. However the harsh truth is that burglars and their tools aren't as rudimentary as they once were. Godrej Solutions were looking for an inexpensive, yet hard-hitting idea to combat this inertia. The target audience - new set of potential customers.

Explain why the creative execution was relevant to the product or service.
Being a home security solutions provider this idea was the closest we could get to actually intruding into someone's personal space. Because people are fiercely protective about their privacy this idea served as a rude shock and also a reminder of how much worse things could be if their homes were targeted.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Violate the consumer's privacy. Give them a small taste of what it feels like to be robbed. We dropped these mailers into apartments in major housing socities. Soon residents in Mumbai would receive torn, empty envelopes marked 'Private & Confidential'. Closer inspection would reveal the message with a call to action.

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.
Of the 6000 envelopes dispatched during one week of the activity, 4212 resulted in queries. Thrilled by the response, Godrej Security Solutions plan to extend this activity to other metropolitan cities in India.