TRANSPARENT ENVELOPE by Publicis Ambience Mumbai for K7

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TRANSPARENT ENVELOPE

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market India
Agency Publicis Ambience Mumbai
Creative Director Vivek Rao, Akash Das
Art Director Ashish Phatak
Copywriter Denise D'silva
Released February 2010

Credits & Description

Category: Flat Mailing
Advertiser: K7 COMPUTING
Product/Service: ANTI-VIRUS SOFTWARE
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Feb 18 2010 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
National Creative Director: Ashish Khazanchi (Publicis Communications Pvt.)
National Creative Director: Prasanna Sankhé (Publicis Communications Pvt.)
Art Director: Ashish Phatak (Publicis Communications Pvt.)
Copywriter: Denise D'Silva (Publicis Communications Pvt.)
Creative Director: Vivek Rao (Publicis Communications Pvt.)
Creative Director: Akash Das (Publicis Communications Pvt.)
Media placement: Direct Mailer - Postal - 18/02/2010

Describe the brief/objective of the direct campaign.
K7 Total Security wanted people to sit up and take notice of the fact that an Anti-Virus software package is a must in every PC today. In a low involvement category, the client wanted to jolt consumers with a Direct Mailer that would convince them of how vulnerable their personal information can be in the absence of an Anti-Virus Software.

Explain why the creative execution was relevant to the product or service.
People were sent transparent envelopes to demonstrate that without the correct anti-virus protection, their personal data was visible to all. This acted as an instant demonstration of how vulnerable people are with their data.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People were sent transparent envelopes to demonstrate that without the correct anti-virus protection, their personal data was visible to all.

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 number of inquiries for K7 anti-virus increased substantially once the activity was carried out. Result: 9800 transparent envelope were send to prospective clients. Over 6210 prospective customer contact details were received.