IFOLD by Ogilvy & Mather Mumbai for Vodafone

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IFOLD

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Industry Mobile Communications, Public awareness, Environmental & Animal Issues
Media Direct marketing
Market India
Agency Ogilvy & Mather Mumbai
Creative Director Mayur Varma, Louella Rebello
Art Director Namrata Gosavi, Aswin Sridhar, Mandar P Wairkar
Copywriter Eugene Rebello, Karn Singh
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Best Low Budget Campaign Bronze

Credits & Description

Type of entry: Strategy
Category: Best Low Budget Campaign
Advertiser: VODAFONE INDIA
Product/Service: SAVING PAPER
Agency: OGILVY & MATHER Mumbai, INDIA
Advertiser VODAFONE INDIA
Product SAVING PAPER
Entrant OGILVY & MATHER Mumbai, INDIA
Type of Entry: Strategy
Category: Best Low Budget Campaign
Title: IFOLD
Advertiser/Client: VODAFONE INDIA
Product/Service: SAVING PAPER
Entrant Company: OGILVY & MATHER Mumbai, INDIA
DM/Advertising Agency: OGILVY & MATHER Mumbai, INDIA

Chief Creative Officer: Abhijit Avasthi (Ogilvy & Mather)
Chief Creative Officer: Rajiv Rao (Ogilvy & Mather)
Executive Creative Director South Asia: Sumanto Chattopadhyay (Ogilvy & Mather)
Creative Director: Mayur Varma (Ogilvy & Mather)
Creative Director: Louella Rebello (Ogilvy & Mather)
Art Director: Namrata Gosavi (Ogilvy & Mather)
Copywriter: Eugene Rebello (Ogilvy & Mather)
Copywriter: Karn Singh (Ogilvy & Mather)
Art Director: Mandar Wairkar (Ogilvy & Mather)
Art Director: Aswin Sridhar (Ogilvy & Mather)

Describe the brief from the client
India, with a population of over 1.21bn and an Internet penetration of only 4.5%, still relies largely on paper for communication. This means millions and millions of letters being sent out every day. So how do we get a billion Indians to save paper?



Creative Execution


India has 638m telephone subscribers, 310m bank account holders, and its low Internet usage forces companies to send printed bills and letters instead of e-bills.
And so iFOLD focuses on saving the paper used in making the envelopes for these documents.
Even if a few telecom companies and banks adopt iFOLD, given their huge customer base, a whole lot of paper and trees would be saved. And when these bills and letters reach customers in iFOLD-branded envelopes, we spread the message of saving trees to millions of Indians. That’s the power of just 1 fold.




Describe the creative solution to the brief/objective.



Ask yourself: Can your letters and documents be folded one more time?
With every extra fold you make, you can use a smaller envelope that’s half the size of the original. This saves half the paper used in making the envelopes and a proportionate number of trees. This extra fold is what we call - iFOLD.
And so we created a brand, the sight of which instantly tells you; the more you fold, the more you save.

We then approached businesses that send millions of letters every day, and introduced them to this simple idea that could save millions of trees.




Describe the results in as much detail as possible.



One of the first businesses to adopt the idea was Vodafone, a telecom company that sends monthly bills to 5m people across India. Just one extra fold, plus the smaller Vodafone-iFOLD envelope, cuts the paper used by half, month after month.
So:
Trees saved: 800 a month, 9,600 a year
Money saved (from expenses): Rs.32m (In USD - $581,820)
Cost to Vodafone: Rs.0
Total in USD - $1,454
Also, Cadbury, Coca-Cola, KFC, Asian Paints, Pidilite and Platinum Guild have already signed up to change their envelopes and save millions of trees.
Many more are in the process.
India has begun to save trees. One fold at a time.