DESKTOP ORTHOPAEDIST by Grey Mumbai for Wockhardt Hospitals

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DESKTOP ORTHOPAEDIST

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market India
Agency Grey Mumbai
Associate Creative Director Bhavesh Kosambia
Executive Creative Director Rohit Malkani
Art Director Mandar Acharekar, Prasanna Devadiga
Copywriter Avinash Rebello
Released October 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: WOCKHARDT HOSPITAL
Product/Service: HEALTHCARE
Agency: GREY WORLDWIDE INDIA
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: GREY WORLDWIDE INDIA, Mumbai, INDIA
Entry URL: http://96.0.78.137/2010_entries/cannesLions/desktopOrthopaedist/index.html
National Creative Director: Shalini Dam (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Associate Creative Director: Bhavesh Kosambia (Grey Worldwide)
Art Director: Mandar Acharekar (Grey Worldwide)
Copywriter: Avinash Rebello (Grey Worldwide)
Art Director: Prasanna Devadiga (Grey Worldwide)
Programmer: Ankit Tomar (Grey Worldwide)
Media placement: e-mailer - Wockhardt Hospital Database - 10/10/2009
Media placement: Widget - Wockhardt Hospital Database - 10/10/2009

Describe the brief/objective of the direct campaign.
In addition to general fatigue, sitting at the computer for long can be a crick in the neck.

Explain why the creative execution was relevant to the product or service.
Each time it displayed different jokes randomly picked from a database. The reading activity provided relief for the neck, while the light material provided a break from work.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We devised an e-mailer that when read, equalled doing neck exercises. Relief! But not just once. We designed the mailer in such a way, that a widget would get saved onto the user’s computer; programmed to appear on the screen every two hours.

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.
Patients of Wockhardt Hospitals now hold their neck up high.