Koryo Electronics DM VENN by D&h Blurb


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Industry Telecommunications Services
Media Direct marketing
Market India
Agency D&h Blurb
Associate Creative Director Amit Karwasra
Art Director Swami Anand Tirth
Copywriter Vaybhav Singh
Illustrator Nishikant Palande
Released February 2012

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Product/Service: KORYO TELECOMS
Chief Operating Officer: Vaybhav Singh (D&H Blurb Communication)
Chief Creative Officer: Swami Anand Tirth (D&H Blurb Communication)
Associate Creative Director: Amit Karwasra (D&H Blurb Communication)
Copywriter: Vaybhav Singh (D&H Blurb Communication)
Art Director: Swami Anand Tirth (D&H Blurb Communication)
Illustrator: Nishikant Palande
Media placement: Poster Campaign - OOH - 8 February 2012

Describe the brief/objective of the direct campaign.
With 912m mobile service subscribers, the market is extremely aggressive with service providers offering better packages every day. Given the large number of recharge subscribers and varying charges, most subscribers end up using more than one connection, alternating between SIMs and handsets. With a large number of mobile brands in the market, it made sense for Koryo to introduce a phone that could accommodate 2 SIMs.

Not many Dual SIM phones existed in the market, so we targeted everyone.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At one end we had to capture the duality of the product without making the product seem too technical. On another given the clutter a customer might be exposed to, our idea had to be simple yet interesting enough for the customer to spend time with it. Our objective: if we managed to generate enough curiosity we'd have people asking about, if not for, a Dual SIM phone.

Explain why the creative execution was relevant to the product or service.
A product and concurrently a brand that has duality at its core are best represented by an execution that shares the same duality. Venn diagrams are something we learn quite early in our life as a means of understanding inclusion and exclusion, and its nature of being simplistic enough to visually explain something complex made it the ideal execution.

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.
In the first week, 15,000 enquiries were recorded across the select markets in which Koryo Dual SIM phones were launched, of which 6,500 mobile handsets were purchased. Since then Koryo’s market share has grown exponentially, leading to even major players like Nokia and Samsung launching their own Dual SIM mobile handsets.