Ogilvy & Mather, India DM THE IFOLD ENVELOPE by Ogilvy & Mather Mumbai

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Sumanto Chattopadhyay
Creative Director Mayur Varma, Louella Rebello
Art Director Namrata Gosavi, Mandar P Wairkar
Copywriter Eugene Rebello, Karn Singh
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: OGILVY & MATHER
Product/Service: SELF PROMOTION
Date of First Appearance: Dec 31 2010
Entrant Company: OGILVY & MATHER, Mumbai, INDIA
National Creative Director: Abhijit Avasthi (Ogilvy & Mather)
National Creative Director: Rajiv Rao (Ogilvy & Mather)
Executive Creative Director: Sumanto Chattopadhyay (Ogilvy & Mather)
Creative Director: Mayur Varma (Ogilvy & Mather)
Creative Director: Louella Rebello (Ogilvy & Mather)
Art Director: Namrata Gosavi (Ogilvy & Mather)
Art Director: Mandar Wairkar (Ogilvy & Mather)
Copywriter: Eugene Rebello (Ogilvy & Mather)
Copywriter: Karn Singh (Ogilvy & Mather)
Media placement: Envelopes - Direct Mail - 31 December 2010

Describe the brief/objective of the direct campaign.
India, with a population of over 1.21 billion, 638 million telephone subscribers, 310 million bank account holders, and an internet penetration of only 4.5%, still relies largely on paper for communication. This means millions and millions of letters being sent out everyday.

So how do we get a billion Indians to save paper?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By folding.
We created the iFOLD envelope, half the size of the standard business envelope. It saves half the paper and a proportionate number of trees.

We sent the iFOLD envelopes as direct mail to companies that send countless letters, asking them to change their envelope size.

Explain why the creative execution was relevant to the product or service.
With all the millions of letters corporate India sends out every day, switching to iFOLD means a whole lot of paper and trees being saved.

By changing to iFOLD envelopes, 1 bank can save 1000 trees every month and 10 telecom companies can save over 100,000 trees every year.

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.
Vodafone, Cadbury, Coca-Cola, KFC, Asian Paints, Pidilite and Platinum Guild have already signed up to change their envelopes and save millions of trees.
Many more are in the process.
India has begun to save trees. One fold at a time.