YOUNG ACHIEVERS' AWARDS by VML Qais Mumbai for THE ADVERTISING CLUB BOMBAY

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YOUNG ACHIEVERS' AWARDS

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Industry Advertising & Communication
Media Direct marketing
Market India
Agency VML Qais Mumbai
Executive Creative Director Tony Pereira
Art Director Mandar Khatkul, Saurabh Sankpal, Suketu Gohel
Released September 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: THE ADVERTISING CLUB BOMBAY
Product/Service: CALL FOR ENTRIES
Agency: REDIFFUSION Y&R
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: REDIFFUSION Y&R, Mumbai, INDIA
Writer: Keegan Pinto (Rediffusion Y&R)
Art Director: Mandar Khatkul (Rediffusion Y&R)
Executive Creative Director: Tony Pereira (Rediffusion Y&R)
Art Director: Suketu Gohel (Rediffusion Y&R)
Chief Creative Officer: Sagar Mahabaleshwarkar (Rediffusion Y&R)
Chief Creative Officer: Minakshi Achan (Rediffusion Y&R)
Art Director: Saurabh Sankpal (Rediffusion Y&R)
Graphic Designer: Shailesh Gaikwad (Rediffusion Y&R)
Account Manager: Sharad Chaturvedi (Rediffusion Y&R)
Media placement: Poster Campaign - 19 Piece - Offices Of Advertising Agencies, Media Agencies, Marketing Companies - September 2009

Describe the brief/objective of the direct campaign.
Existing Customers - professionals below 30 years of age in advertising, marketing and media. The brief: To announce the Call for Entries for the Young Achievers’ Awards 2009. The awards are the premier recognition in India of young advertising talent under 30 years of age. The communication had to be fun and inspiring to young people, and arresting enough for them to enter.

Explain why the creative execution was relevant to the product or service.
We had to announce the Award and call for entries and make sure the communication was inspiring to young people, and more importantly exciting and arresting enough for them to enter. This is an award for the young achievers and what better inspiration for them than the industry greats themselves. So first, we took the very greats of advertising, media and marketing (to give entrants an idea of the high standards of the award). Then we hunted for their young pictures. A combination of the two would suggest the eligibility criterion. The idea brought to life what every young creative mind aspires to be but with a lot of fun and therein lies its appeal.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution The prestigious award has a unique eligibility criterion. It’s only for the ‘young and the great’. So we took young pictures of industry greats and spun off on that. What we got was a campaign of legends in a way the industry hadn’t seen before. Funny, strange and mostly embarrassing. Posters were directly mailed to agencies. To increase the number of attendees and delegates/attendees were the two main desired targets. The results: The number of entries went up by 69%. And the number of attendees by a whopping 110%. Thanks to the astounding success, new categories are being introduced in 2010, and more countries from the sub-continent are being invited to keep the young folk motivated.

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 campaign generated much interest and curiosity. The number of entries to the award went up by 69%. And the number of attendees to the function by a whopping 110%. Thanks to the astounding success, new categories are being introduced in 2010, and more countries from the sub-continent are being invited to keep the young folk motivated.