ITC DM LEGEND OF FALLING LEAVES by Ogilvy & Mather New Delhi

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LEGEND OF FALLING LEAVES

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Industry Restaurants, Pubs & Bars
Media Direct marketing
Market India
Agency Ogilvy & Mather New Delhi
Executive Creative Director Ajay Gahlaut
Creative Director Sangita Dev
Art Director Sunil Gauri
Copywriter Sangita Dev
Released October 2011

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: ITC LIMITED HOTELS DIVISION
Product/Service: RESTAURANT
Agency: OGILVY & MATHER
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather New Delhi)
Creative Director: Sangita Dev (Ogilvy & Mather New Delhi)
Copywriter: Sangita Dev (Ogilvy & Mather New Delhi)
Art Director: Sunil Gauri (Ogilvy & Mather New Delhi)
Client Servicing: A.K Narendranath (Ogilvy & Mather New Delhi)
Graphic Artist: Puran Singh (Ogilvy & Mather New Delhi)
Media placement: Direct Mailer - Hand Delivered - October 03, 2011

Describe the brief/objective of the direct campaign.
Afternoons are somnolent at the European farmhouse-styled speciality restaurant called WestView, at Delhi’s Luxury Collection Hotel, ITC Maurya. The competition hadn’t capitalised on the lull of this afternoon space.

The challenge was to break the stillness of the siesta hours and get footfalls in the hours between lunch and dinner by creating a new experiential space. Dedicated to the many legends of tea, the art of its many ceremonies, and its exalted status in civilisations.

The target audience was a hand-picked clientèle from amongst the diplomatic community and discerning patrons who sought the nouvelle and unique.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the lazy hours lay the opportunity. We decided to christen them the 'Quiet Hours' – the perfect time to promote the concept of great tea ceremonies that recreated the many rituals centred around tea, their significance to life and the ethos of their countries of origin.

Designed as a tea chest, the mailer held within it a series of miniature kettles of different countries. Inside each were exotic teas in fine silk bags, associated with countries and civilisations. Etched in wood was a tea tree that traced tea’s route from the Orient to the Western world and the Americas.

Explain why the creative execution was relevant to the product or service.
To reinforce ITC Maurya’s established position of offering unique culinary experiences, we created a mailer that was more a limited-edition offering and an experiential journey, told over many layers.

The mailer captured within it: tea’s discovery by an emperor, its integral role in initiations and coronations, the many ceremonies that evolved around it, its travels across the world from ancient lands to the New World, the different cups and kettles it gave rise to and how it led to the birth of nations.

As a finale, recipients were invited to experience first-hand, ceremonies once performed for kings and nobles.

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.
The Mailer was hand delivered to a handpicked clientele of 200 from the diplomatic community, the discerning and the cognoscenti. Curiousity aroused by the mailer turned into intent. Over 177 of the recipients booked reservations. Today, the Tea Ceremonies account for 7% of West View’s revenues and 3% of the hotel’s revenues.

Not only are afternoons at the West View a hub of activity, but demand for the mailer reached a point where it is now on sale as a souvenir.