OLD IS THE NEW NEW by Dentsu Marcom Gurgaon for HOPE WORLDWIDE INDIA

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OLD IS THE NEW NEW

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Industry Public awareness
Media Direct marketing
Market India
Agency Dentsu Marcom Gurgaon
Executive Creative Director Nitin Suri
Copywriter Dalip Singh, Robin Thomas
Photographer Hardesh Dhingra, Anil Chawla
Released February 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HOPE WORLDWIDE INDIA
Product/Service: SLUM CHILDREN EDUCATION PROGRAMME
Agency: DENTSU MARCOM
Date of First Appearance: Feb 13 2010 12:00AM
Entrant Company: DENTSU MARCOM, Delhi, INDIA
Executive Creative Director: Nitin Suri (Dentsu Marcom)
Art Director: Dalip Singh (Dentsu Marcom)
Copywriter: Dalip Singh (Dentsu Marcom)
Copywriter: Robin Thomas (Dentsu Marcom)
Photographer: Anil Chawla (Anil Chawla)
Photographer: Hardesh Dhingra (Hardesh Dhingra)
Media placement: Alternative Media - Bookstores In New Delhi - 13/02/2010

Describe the brief/objective of the direct campaign.
Brief: Inspire people to donate their old books for 'Slum Children Education Programme'. TG: Educated reading class, consisting of old & new customers. Strategy: It was based on a simple thought that an 'old book is new to people who haven't read it'. While it may seem useless to one, it can impart knowledge and ability to another. And especially in India, old books either lies as junk at homes or it's given away to the scrap dealers. We wanted people to give away their old books as well, but this time as new and most useful.

Explain why the creative execution was relevant to the product or service.
The creative execution explained the simplicity of our idea, about how an old book is new to many. By merely packaging it like a new book, we established how we could find all that we need, but only if we look closer. The slightest effort could bring about the biggest change. Change of perception, change of action and change of contribution. That’s what this idea was all about and that’s what HOPE is all about.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were perfectly placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. Many even signed up for the yearly donation of books to the 'Slum Children Education Programme'. The idea acted as a trigger, readers who could see the difference, could make a difference.

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.
In two months, we had 30000 books at our disposal. With an average packaging cost of 1 cent/book, it was also one of the most economical ideas that clicked. The HOPE website recorded 8000 hits in the first few days itself. With a 20 percent increase in the overall donations, the idea also led to partnerships with new corporations. It easily recouped the cost and spread the word about HOPE, an organisation that sees hope in you and me.