Hutchisson Essar DM VODA CUBE by Ogilvy & Mather Gurgaon

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VODA CUBE

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Industry Mobile Communications
Media Direct marketing
Market India
Agency Ogilvy & Mather Gurgaon
Associate Creative Director Pooja Trehan Theeng
Executive Creative Director Ajay Gahlaut
Creative Director Divya Bhatia
Art Director Sreejita Chakraborty
Released October 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: VODAFONE ESSAR MOBILE SERVICES
Product/Service: MOBILE SERVICE PROVIDER
Agency: OGILVY & MATHER
Date of First Appearance: Oct 3 2010
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather)
Senior Creative Director: Vikash Chemjong (Ogilvy & Mather)
Senior Creative Director: Basab Tito Majumdar (Ogilvy & Mather)
Creative Director: Divya Bhatia (Ogilvy & Mather)
Associate Creative Director: Pooja Trehan Theeng (Ogilvy & Mather)
Senior Copywriter: Prateek Suri (Ogilvy & Mather)
Art Director: Sreejita Chakraborty (Ogilvy & Mather)
: Dharmendra Soni (Ogilvy & Mather)
Media placement: Direct Mailer - The Voda Cube Was Not Released In Mass Media But Mailed To All The Vodafone Deal - 03 October 2010

Describe the brief/objective of the direct campaign.
The mailer was conceived with the objective of exciting both, the Vodafone dealers and the existing prepaid customers about a special offer. The idea was to breathe new life into an already launched scheme which gave all Vodafone prepaid customer’s unlimited talk-time on their local Vodafone network with a simple recharge of Rs.149.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With 97% of prepaid customers in India preferring to recharge their phones manually, rather than doing it online, the point of sale made it the best place to market the offer.
The “Voda Cube” was sent as a DM to all subscribing Vodafone dealers, who in turn placed it on their shop counters to generate interest. It unfolded infinitely to reveal the message, “never ending talk-time for conversations that are never ending.”

Explain why the creative execution was relevant to the product or service.
Since it was only the Vodafone dealers and prepaid customers that the offer sought to target, a DM was a simple and an economical way of communicating with our concentrated TG. We circulated the Voda Cube amongst 150 Vodafone dealers in the Delhi circle with a minimal expenditure of only Rs. 10,000 (including production and logistics) as against Lakhs of Rupees in traditional media. With a projected earnings of Rs.10 for every incremental sale, the prospective seemed good.
While on the other hand, the interactive nature of this communication helps the brand make an immeasurable bond with the TG.

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.
100 % of the visiting customers enquired about the offer.
The incremental sales, after the Voda cube was mailed to the dealers, amounted to 25%.
The company made a profit of 15 % the actual cost of investment. The returns came in less than a month’s time. There were enquiries from dealers if the Voda Cube could be adapted into a giveaway for the customers.