NOVEL by Leo Burnett Mumbai for Samsung

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NOVEL

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Industry Cell phones, Smartphones & Accessories
Media Direct marketing
Market India
Agency Leo Burnett Mumbai
Art Director Sadanand Narvekar, Mr. Rupesh Kashyap
Photographer Bhagwan Dagre
Illustrator Surykant Lokhande
Released December 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: SAMSUNG INDIA ELECTRONICS PVT
Product/Service: MOBILE
Agency: TLG INDIA
Date of First Appearance: Dec 20 2010
Entrant Company: LEO BURNETT INDIA, Mumbai, INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Creative Director: Rupesh Kashyap (Leo Burnett)
Copywriter: Rupesh Kashyap/Sadanand Narvekar (Leo Burnett)
Art Director: Sadanand Narvekar/Rupesh Kashyap (Leo Burnett)
Photographer: Bhagwan Dagre (Leo Burnett)
Illustrator: Surykant Lokhande (Freelancer)
Business Unit Head: Ravpreet Ganesh (Leo Burnett)
Media placement: Book - Airport Lounges, Luxury Buses, Etc - March 2011

Describe the brief/objective of the direct campaign.
Our task was to increase the awareness level of the Samsung Galaxy Tab and its easy e-Reading and other exciting on the go features in an innovative and engaging way.

The Samsung Galaxy Tab greatly facilitates on-the-go reading which is a feature that everyone is looking for but not aware of. So we needed an idea that will establish on-the-go reading to the target audience who want to carry their world of interests with them.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We placed a ‘novel’ at various contact points such as airport lounges, luxury buses, tourist cabs, etc. When a person picked up to read the novel, instead of a story, he would come across cover-page designs of different book titles and a bookmark that states – ‘Because you can’t carry all your favourite books and magazines wherever you go. Samsung Galaxy Tab. Easy e-Reading & other exciting features on the go.’

Apart from being placed at strategic locations, it was also sent as a Direct Mailer to prospective buyers.

Explain why the creative execution was relevant to the product or service.
Since the Samsung Galaxy Tab is best used on the go, placing the book cover novel at places such as airports, as in-flight and as luxury buses reading material seemed ideal since they were travelling themselves and as such it as places and times when you’re travelling that you are most likely to pick up something to read to kill the long hours of commuting ahead of you. But are wary of lugging the heavy, space-consuming paperbacks in your lightly packed travel bag.

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 concept, left people pleasantly surprised by making it top of mind. In a month, we received 300% more enquiries about the product at dealer outlets. It helped the brand remain top of mind while making a decision to buy a tab.