TURNING AUTHORS INTO READERS by Bates Mumbai for India Book Distributors (bombay)

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TURNING AUTHORS INTO READERS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency Bates Mumbai
Executive Creative Director Russell Barrett
Art Director Sapna Ahluwalia
Copywriter Sanjay Sipahimalani
Account Supervisor Subhash Rao
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: INDIA BOOK DISTRIBUTORS
Product/Service: CSR SCHEME
Agency: BATES 141
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: BATES 141, Mumbai, INDIA
Regional Creative Director: Sonal Dabral (Bates 141, Mumbai)
Executive Creative Director: Russell Barrett (Bates 141, Mumbai)
Copywriter: Sanjay Sipahimalani (Bates 141, Mumbai)
Art Director: Sapna Ahluwalia (Bates 141, Mumbai)
Account Supervisor: Subhash Rao (Bates 141, Mumbai)
Media placement: Direct Mail - Homes In Mumbai - 1st October 2009

Describe the brief/objective of the direct campaign.
India Book Distributors wanted to reach out to its existing customers and build greater loyalty involving them in a Corporate Social Responsibility programme. The strategy, then, was to think of an activity that any buyer of books would relate to and empathise with. The client tied up with the Kamala Mehta School for the visually challenged and decided to get some of its customers to volunteer to read to its students.

Explain why the creative execution was relevant to the product or service.
It was relevant because the execution was based on an activity that we already knew the customer engaged in and had a love for -- that is, the reading of books.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The agency selected four classic children's books and created new covers for them wherein the name of the author was replaced by that of the recipient -- that is, a customer drawn from the client's database of premium members. These books were mailed out with the message that when one reads out loud to students, one solely brings the work alive to them -- thus turning a reader into an author.

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.
We mailed out 400 such books. 190 customers responded and volunteered to spend a few hours a week at the school. This was way above the response rate for the client's earlier DM exercises. The customers who responded further volunteered and also in some cases spread the word among their friends and colleagues