DREAM BIG COLLECTION by Out Of The Box for Mother's Pride

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DREAM BIG COLLECTION

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency Out Of The Box
Creative Director Sabu Paul
Art Director Viral Pandya, Guneet Pandya
Typographer Ajay Yadav
Illustrator Sameer Kulavoor
Released October 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: MOTHER'S PRIDE GROUP
Product/Service: PRESIDIUM SENIOR SECONDARY SCHOOL
Agency: OUT OF THE BOX
Date of First Appearance: Oct 17 2009 12:00AM
Entrant Company: OUT OF THE BOX, New Delhi, INDIA
Executive Creative Director: Viral Pandya (Out of the Box)
Creative Director: Sabu Paul (Out of the Box)
Creative Director: Guneet Pandya (Out of the Box)
Illustrator: Sameer Kulavoor (Bombay Duck Design)
Art Director: Viral Pandya (Out of the Box)
Writer: Sabu Paul (Out of the Box)
Art Director: Guneet Pandya (Out of the Box)
Typographer: Ajay Yadav (Out of the Box)
Media placement: Bed Sheet - Hand Delivered - 17-10-2009

Describe the brief/objective of the direct campaign.
Presidium is a school that encourages students to pursue their passion. Our ads usually feature leaders known for their individualistic streak. After we ran the print campaign, we needed to make it more memorable and involving, and use it to boost the number of admissions. We decided to adapt it for a direct marketing exercise, using two channels - our own students, staff and associates, and boarding houses, youth hostels and dormitories.

Explain why the creative execution was relevant to the product or service.
Overnight, thousands of beds in the city turned into our billboards, generating a lot of buzz and goodwill. It leveraged the strengths of the print campaign, and fitted in beautifully with what the school is all about. An excerpt from the packaging copy: To inspire our students, we constantly remind them about the lives of great people, every waking moment of their life. This collection of bed sheets, we hope, will inspire them even when they are not awake.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a set of bed sheets ‘The Presidium Dream Big Collection’, each with an illustration of a luminary. We chose Albert Einstein, Grammy winner A R Rahman and cricketer Sachin Tendulkar to represent science, arts and sport. 5000 sets of bed sheets were created and hand delivered to students, academics, and opinion makers. The bed sheets were also given to boarding houses, youth hostels and dormitories. We did not solicit admissions at all, as that would have come across as crassly commercial, though that was the underlying objective.

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 bed sheets were a huge hit with the staff and students, and became a prized collector's item. They became a talking point, and by word of mouth alone, the exercise generated a lot of enquiries about school admission. Approximately 30% more admission forms were collected from the school. Though the direct marketing exercise was conducted only in Delhi, enquiries reached the client even from faraway cities.