Thomas Cook DM SURPRISINGLY SWIFT MONEY TRANSFERS by J. Walter Thompson Mumbai



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Industry Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Photographer Vishal Bhosale
Released December 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: THOMAS COOK
Product/Service: THOMAS COOK FOREX
Agency: JWT
Chief Creative Officer: Bobby Pawar (JWT India)
Executive Creative Director: Tista Sen (JWT India)
Senior Creative Director/AVP: Pitam Desarker (JWT India)
Senior Creative Director: Ravindra Bugade (JWT India)
Senior Copywriter: Joseph George (JWT India)
Photographer: Vishal Bhosale (Vishal Photography)
AVP/Client Servicing Director: Farhad Elavia (JWT India)
Account Executive: Vivek Narayanan (JWT India)
Visual Artist: Vijay Nanaware (JWT India)
Media placement: Magazine - Outlook - 19th December 2011

Describe the brief/objective of the direct campaign.
To promote Thomas Cook Forex as the fastest way to transfer money within a limited budget. The communication was targeted at existing as well as new customers

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The above consumer benefit was highlighted through the creative use of Lenticular printing. The note-shaped DM transforms from rupees to dollars when viewed from a different angle to demonstrate the speedy delivery of Thomas Cook Forex.

Explain why the creative execution was relevant to the product or service.
The strength of the creative lies in its simplicity as it clearly demonstrates the product advantage in a unique and relevant manner. The execution also compliments the product positioning i.e. Travel Smooth in a convincing manner.

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.
Thomas Cook Forex inquiries jumped by over 30% during the period of release. 15,287 enquiries were generated through e-mails and phone calls.