Osmania Fine Printing Works DM FINE PRINT by Publicis Ambience Mumbai

FINE PRINT

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Industry Consumer & Public services
Media Direct marketing
Market India
Agency Publicis Ambience Mumbai
Executive Creative Director Tushar Kadam
Released January 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: OSMANIA FINE PRINTING WORKS
Product/Service: OSMANIA FINE PRINTING WORKS
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Jan 4 2011
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
Vice Chairman / National Creative Director: Ashish Khazanchi (Publicis Communications)
Senior Visualiser: Sneha Chavan (Publicis Communications)
Senior Copywriter: Shreedavy Babuji (Publicis Communications)
Senior Creative Director: Shahrukh Irani (Publicis Communications)
Executive Creative Director: Tushar Kadam (Publicis Communications)
Senior Creative Director: Vivek Rao (Publicis Communications)
Production Manager: Rajendra Parvatikar (Publicis Communications)
Production Controller: Shireesh Sabnis (Publicis Communications)
Media placement: Visiting Card - Handed To Prospective Customers - 4th January, 2011

Describe the brief/objective of the direct campaign.
Osmania Fine Printing Works specializes in fine printing. Literally.
Their brief to us was to create a visiting card that showcased their specialization.

The target audience was new customers.

Since first impressions are the best impressions, the strategy was to amaze the customer the very first time he made contact with the client i.e. through a visiting card.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of graphically representing their forte in fine printing, we thought of simply demonstrating it.

The challenge was to push the boundaries of fine printing even on a simple visiting card.

All the contact details usually printed on the face of the card, were printed on its thickness instead. This uniquely showcased the fineness and quality of their printing.

Explain why the creative execution was relevant to the product or service.
The finely printed contact details on the thickness of the visiting card was an impressive proof of what the client was capable of.

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 blank business cards generated a lot of curiosity in prospective customers. When they realized they could read the details on the thickness of the card, they were amazed.

Since the printing was done in-house costs per response were extremely low.

Business enquiries increased by 45%.