EMPTY NEST by Meridian Communications for Treesforfree.org

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EMPTY NEST

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Industry Website, Business equipment & services, Corporate Image
Media Direct marketing
Market India
Agency Meridian Communications
Art Director N. Ramesh
Copywriter Vinod Lal Heera Eshwer
Photographer Senthil Kumar
Released November 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: TREESFORFREE.ORG
Product/Service: TREE PLANTING INITIATIVE
Agency: MERIDIAN COMMUNICATIONS
Date of First Appearance: Nov 27 2009 12:00AM
Entrant Company: MERIDIAN COMMUNICATIONS, Bangalore, INDIA
Executive Creative Director: N. Ramesh (Meridian Communication)
Creative Director: Vinod Lal Heera Eshwer (Meridian Communication)
Art Director: N. Ramesh (Meridian Communication)
Copywriter: Vinod Lal Heera Eshwer (Meridian Communication)
Photographer: Senthil Kumar (Senthil Photo)
Media placement: Actual Birds Nest - Direct Mail - 27-11-2009

Describe the brief/objective of the direct campaign.
Every day trees are chopped down in Bangalore City (India’s ‘garden city’) to make room for wider roads, flyovers and other ‘development projects’. With every tree that the city loses, the birds and other wildlife lose their natural habitat. The city’s bird population is on its last legs. Literally. treesforfree, an NGO, that plants trees to restore the city’s green cover, wanted to sensitize the city’s influential decision makers about this loss that was going unnoticed.

Explain why the creative execution was relevant to the product or service.
When trees go, the birds nests and the bird population go with it. Hence what better way to highlight this tremendous loss than by sending the actual rescued birds nests to the decision makers? Not only that, the empty nest invites the recipient to plant a new tree and restore the nest on the tree, a symbolic gesture but a powerful one filled with promise for a greener future.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Abandoned birds’ nests were rescued from trees before the trees were cut down. These empty nests were hand-delivered to industry captains and other influential decision makers. Each nest invited the recipient to plant a tree and place the nest on it, in the hope that the birds and the birdsong would return, for posterity

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 invitees turned up with the nests, planted trees and placed the nests on the trees. -Over 500 trees were planted in a single day! Native trees, ideal nesting and feeding grounds for local bird species, were selected. -One invitee sponsored a brand new vehicle (USD 9000) to speed up the tree planting process! - The local media loved the initiative and took it to town.