THE POWER OF IDEAS by DDB Mudra Group Mumbai for THE ECONOMIC TIMES

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THE POWER OF IDEAS

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Industry Newspapers
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Creative Director Varun Mehta
Art Director Vivek Jadhav, Sanket Wadlwalkar, Vijayanand K
Copywriter Chetan Dani, Swati Kumar
Released March 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: THE ECONOMIC TIMES
Product/Service: NEWSPAPER
Agency: MUDRA DDB GROUP
Date of First Appearance: Mar 20 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra DDB Group)
Executive Creative Director: KB Vinod (Mudra DDB Group)
Creative Director: Varun Mehta (Mudra DDB Group)
Art Director: Sanket Wadlwalkar (Mudra DDB Group)
Copywriter: Chetan Dani (Mudra DDB Group)
Copywriter: Swati Kumar (Mudra DDB Group)
Art Director: Vivek Jadhav (Mudra DDB Group)
Art Director: Vijayanand K (Mudra DDB Group)
Account Director: Shreya Jha (Mudra DDB Group)
Planner: Mehak Jaini (Mudra DDB Group)
Brand Manager: Tushar Bhal (Mudra DDB Group)
Vice President: Sonali Shetty Rayn (Mudra DDB Group)
Media placement: Direct Response - Newspapers - 20-03-2009

Describe the brief/objective of the direct campaign.
It was early 2009, a time when India faced one of the toughest Global recessions, that The Economic Times, India’s leading business daily, sought to take on the onus of shaping positive consumer sentiment. ET wanted to uplift the mood of the nation and take a stance of leadership by signaling that the spirit of enterprise was alive and kicking, through the launch of its reader engagement initiative. And so the brand chose to launch an initiative to support the entrepreneurial spirit in India.

Explain why the creative execution was relevant to the product or service.
The communication effectively targeted different consumer barriers and appropriated the media used. Offset negative sentiments: Ads outlined the reasons why recession was, in fact, a great time to start a business. Motivated: Stories of great businesses enthused and inspired readers, while the mentoring series highlighted its incomparable benefits. And the ads on bad ideas inspired people through humour Engaged: The microsite became the hub for interactions and inspiration Urged participation: Application and countdown ads created a sense of urgency by constantly reminding people

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The big idea for the initiative was to celebrate the simplest and yet most powerful element of an enterprise – the idea, by creating a program that facilitates the journey from idea to enterprise. Giving birth to The Economic Times – The Power of Ideas The direct campaign focused on inspiring people by combating common barriers of disbelief, inertia and lack of confidence with a projected outcome of: Over 2000-3000 entries Attracting a cross-section of applicants spanning age-groups, geographies and professions Deepening the readers’ relationship

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.
Participation: A whopping 11571 complete entries were received in total, surpassing 5 times the quantified objective. Diversity of participants: The bug spared none from corporate executives, existing start-ups, students, retired professionals, to small towners; from a 17 year old to a 73 yr old. Interaction: Around 11956 interested queries received on launch day, and over 1.5 lakh interactions were recorded in just 4 weeks. The success of the initiative was also evident with it becoming a forum for conversations and community building between participants.