Ozorie DM MOSS STICK by Ogilvy & Mather Gurgaon

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MOSS STICK

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market India
Agency Ogilvy & Mather Gurgaon
Executive Creative Director Ajay Gahlaut
Creative Director Gaurav Nautiyal
Art Director Sudeepa Ghosh
Copywriter Mayur Hola
Photographer Amit Dey
Released November 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: OZORIE HEALTHCARE
Product/Service: CHIROPRACTOR
Agency: OGILVY & MATHER
Date of First Appearance: Nov 18 2010
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather)
Creative Director: Mayur Hola (Ogilvy & Mather)
Creative Director: Gaurav Nautiyal (Ogilvy & Mather)
Art Director: Sudeepa Ghosh (Ogilvy & Mather)
Copywriter: Mayur Hola (Ogilvy & Mather)
Photographer: Amit Dey
Media placement: Direct Mailer - Home, Offices - 18 November 2010

Describe the brief/objective of the direct campaign.
Sedentary lifestyles and long hours slouched in front of the television and computers are causing an ever increasing number of working professional to suffer spinal disorders.

Dr. Kares, a pioneer in using Ozone Therapy to treat this problem, is hosting a workshop on the subject. The purpose of the workshop is to educate and inform people about the treatment options for these ailments and to illustrate how Ozone Therapy is the most non-invasive and effective treatment option that allows you to get back on your feet and support yourself again.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
This DM does so by simply and economically by using a potted plant with a moss stick keeping the plan upright. This was placed in offices and delivered to homes. Our message, stuck on the moss stick, asks people to “Sign Up, Stand Tall” just as the moss stick helps the plant to do and provides the details of the workshop.

Explain why the creative execution was relevant to the product or service.
Bending over to water a plant at home is a challenge for spinal disorder patients. Using that to deliver our message was an obvious yet completely out of the box solution. The moss stick as a carrier of the message sharp focuses the topic of the workshop that being to illustrate how Doctor Kares helps you support yourself.

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 workshop is attended by over 1500 people who far exceed the capacity of the facility where it is held. The potted plants continue to live in people’s homes and grow ever taller.