BEAN TALK by Leo Burnett Mumbai for PATT FOUNDATION



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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency Leo Burnett Mumbai
Creative Director Ujjwal Kabra
Released March 2010

Credits & Description

Category: Dimensional Mailing
Product/Service: CSR SCHEME
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Executive Creative director: Hemant Jain (Leo Burnett)
Creative Director - Design: Payal Juthani (Leo Burnett)
Creative Director: Ujjwal Kabra (Leo Burnett)
Media placement: 1 Box - Direct Mailer To Head Of Companies - March 2010

Describe the brief/objective of the direct campaign.
We at PATT Foundation are committed to encouraging and assisting organisations in reducing their carbon footprint. So we approached companies and as part of their corporate social responsibilities we got them involved in our tree plantation project. In this project we would plant and nurture the trees on behalf of the companies. Since we wanted the idea to grow on them, we decided to sow the seeds for it in a rather unique way, which would bring them closer to nature and also direct them to PATT Foundation.

Explain why the creative execution was relevant to the product or service.
The creative idea stemmed from the very root of our existence. Planting trees. So, while nurturing the plant for a week brought about a level of emotional involvement, the seed sprouting and giving them the message, in an unusual yet apt manner, brought them closer to the cause of tree plantation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
What better way to get people closer to nature than to have nature itself talk to them. Therefore we sent to the head of every company a magical seed planted in a pot, which when watered and cared for would sprout in seven days and reveal the message. It would disclose the url ( and contact details of PATT Foundation.

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.
Nature took its course and within a month of dispatching the pots, we got a positive response from almost every company we sent it to, leading to almost 3000 saplings being planted in less then a month.