Reliance DM PAUSE-PLAY-REWIND by Leo Burnett Mumbai

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Industry Telecommunications Services, TV Channels/Radio Stations and Programmes
Media Direct marketing
Market India
Agency Leo Burnett Mumbai
Creative Director Sujit Sawant, Ujjwal Kabra
Art Director Ambadas Wadisherla
Copywriter Junestone Mathana
Photographer Bhagwan Dagre, Abhijit Kalan
Illustrator Bhushan Patil
Released December 2010

Credits & Description

Category: Flat Mailing
Product/Service: TELEVISION
Date of First Appearance: Dec 20 2010
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Sujit Sawant, Ujjwal Kabra (Leo Burnett)
Copywriter: Junestone Mathana (Leo Burnett)
Art Director: Ambadas Wadisherla (Leo Burnett)
Photographer: Bhagwan Dagre (Leo Burnett)
Illustrator: Bhushan Patil (Leo Burnett)
Servicing: Shushma SIngh (Leo Burnett)
Photographer: Abhijit Kalan (Freelancer)
Media placement: Direct Mailers - Retail Outlets - December 2010

Describe the brief/objective of the direct campaign.
Reliance Big TV DTH service decided to give its users up to 200 hrs of Digital TV recording, which enabled them to take control of their viewing experience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
So now they could pause, rewind and play their favourite programmes. But how do we demonstrate this benefit through a static medium?
Images were created through a painstaking process such that when placed below a special transparent sheet, it actually animates itself and comes to life. These images were inserted in different media and interaction with them allowed the viewers to experience firsthand, pausing, rewinding and playing of recorded content.

Explain why the creative execution was relevant to the product or service.
The Strength was to demonstrate pause - play - rewind benefit through a static medium.
It was appropriate because the creative is for a moving media like television.

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.
Out of the 5000 mailers sent out, 3300 customers called back enquiring about the Reliance service