L FOR LEARN by Taproot Mumbai for National Geographic

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L FOR LEARN

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market India
Agency Taproot Mumbai
Art Director Santosh Padhi
Copywriter Agnello Dias
Photographer Amol Jadhav
Released September 2009

Credits & Description

Category: Flat Mailing
Advertiser: NATIONAL GEOGRAPHIC CHANNEL
Product/Service: NATIONAL GEOGRAPHIC MOMENT AWARDS
Agency: TAPROOT INDIA
Date of First Appearance: Sep 9 2009 12:00AM
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Agnello Dias (Taproot India)
Chief Creative Officer: Santosh Padhi (Taproot India)
Executive Creative Director: Santosh Padhi (Taproot India)
Copywriter: Agnello Dias (Taproot India)
Copywriter: Santosh Padhi (Taproot India)
Art Director: Santosh Padhi (Taproot India)
Account servicing: Manan mehta (Taproot India)
Senior Vice President, Content & Communication: Rajesh Sheshadri (National geographic Channel)
Photographer: Amol Jadhav (Amol Jadhav Photography)
Media placement: Direct Mail - Photographic Institute, art colleges and photography magazine subscribers - 09-09-2009

Describe the brief/objective of the direct campaign.
The objective was to drive the NGC equity further by giving budding photographers an opportunity to engage in the NGC experience by taking the first steps into the world of editorial photography. We got databases from photography institutes, art colleges and subscription based photographic magazines. And sent mailers to the appropriate target group. The strategy was to use a direct contact mechanism that could be mass produced, easily mailed and yet retain the intrigue and delightful wonder that NGC's Live Curious position encapsulates. Besides of course, communicating the program.

Explain why the creative execution was relevant to the product or service.
The program basically involves honouring amateur photographers for pictures they have taken or could take with the cult NGC symbol of recognition. In the world of editorial/nature photography there can be no greater honour for any amateur than receiving a nod of recognition from a name that has set the highest standards in the field. The NGC yellow box is a cult symbol. The Learners L sign is a quaint fultural graphic for amateurs in any field.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution lay in finding an innovative form of foldout using the cult NGC yellow box to also form a Learner's L sign denoting beginners in any field. And it was more relevant here because by opening the L it formed the preview window.

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.
Nat Geo Moment Awards is one of NGC's most well known direct initiatives. Introduced in India only a few years ago, it saw record number of entries this year and widespread awareness of the program.