HOURGLASS by Dentsu Communications Bangalore for AIRCEL

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HOURGLASS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency Dentsu Communications Bangalore
Art Director Parul Rangnekar, Masahiro Fukuyama
Copywriter Sangeeta Velegar
Designer Sourav Dutta
Released December 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: AIRCEL
Product/Service: SAVE OUR TIGERS CAMPAIGN
Agency: DENTSU COMMUNICATIONS
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: DENTSU COMMUNICATIONS, Bangalore, INDIA
Entry URL: http://www.saveourtigers.com
Chief Creative Officer: Gullu Sen (Dentsu Communications)
Copywriter: Sangeeta Velegar (Dentsu Communications)
Art Director: Parul Rangnekar (Dentsu Communications)
Art Director: Masahiro Fukuyama (Dentsu Communications)
Designer: Sourav Dutta (Dentsu Communications)
Account Manager: Namita Kumar (Dentsu Communications)
Senior. Account Executive: Somya Kumar Nanda (Dentsu Communications)
Media placement: Direct Mailer - 1500 Mailings Distributed To Partners, Clients And Well Wishers Of Aircel - 20 December 2009

Describe the brief/objective of the direct campaign.
Save Our Tigers is an initiative by Aircel, one of India’s leading telcommunications companies, to make Indians aware of the crisis facing the tiger, India’s national animal. There are just 1411 tigers left in the country. The threat of extinction is real. Aircel wanted to reach its key stakeholders and business associates with this message, in a memorable and inspiring way.

Explain why the creative execution was relevant to the product or service.
Save Our Tigers needed to wake people up to the urgency of the crisis. The hourglass device dramatically demonstrates that time is running out for the tiger. As opposed to a bland Happy New Year, the Save Our Tigers message gave the year more meaning and purpose.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
2010 is the year of the tiger. To give more weight to the message, we used the New Year’s Card, personalized for the CMO of Aircel, to his mailing list of industry leaders and influencers. The New Year’s Card conveyed how serious and urgent the tiger crisis is, and how crucial this year is for the tiger.

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.

This New Year’s Card created a buzz among respondents. The company received many calls expressing interest in the cause and offers of help from corporations. Overall, this card helped create a stronger identity for Aircel and deeper relationships with its business associates.