The lighter sides of heavy weights by McCann Erickson Mumbai for Young President Organization (YPO)

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The lighter sides of heavy weights

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Industry IT Solutions & Professional Networks
Media Direct marketing
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Prasoon Joshi
Creative Director Denzil Machado
Copywriter Amol Kulkarni, Niranjan Kaushik
Photographer Ajay Ram
Typographer Noothan.p.r
Released July 2010

Awards

One Show 2012
One Show Design Direct Mail / Single of Campaign Merit

Credits & Description

Category: Dimensional Mailing
Advertiser: YOUNG PRESIDENTS' ORGANISATION
Product/Service: YOUNG PRESIDENTS' ORGANISATION
Agency: McCANN WORLDGROUP INDIA
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup)
Executive Creative Director: Prasoon Joshi (McCann Worldgroup)
Creative Director: Denzil Machado (McCann Worldgroup)
Creative Director: Niranjan Kaushik (McCann Worldgroup)
Copywriter: Niranjan Kaushik (McCann Worldgroup)
Copywriter: Amol Kulkarni (McCann Worldgroup)
Art Director: Noothan.p.r (McCann Worldgroup)
Designer: Noothan.p.r (McCann Worldgroup)
Illustrator: Noothan.p.r (McCann Worldgroup)
Typographer: Noothan.p.r (McCann Worldgroup)
Graphic Designer: Noothan.p.r (McCann Worldgroup)
Photographer: Ajay Ram (McCann Worldgroup)
Agency Producer: Robert Joseph (McCann Worldgroup)
Agency Producer: Sunil Chalke (McCann Worldgroup)
Computer Artist: Harshal Pandere (McCann Worldgroup)
Planner: Loveleen Raina (McCann Worldgroup)
Planner: Bennita Jacob (McCann Worldgroup)
Media placement: Direct Mailing - Invite - 10- 09- 2011

Describe the brief/objective of the direct campaign.
The challenge was to try and stir
The dull, dormant sense of humour,
Of MDs, Presidents, CFOs and CEOs,
And other designations resistant to jokes,
With a scathingly funny direct mailer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took weird corporate characteristics,
And we wrote some cheeky limericks,
And also drew some funny pictures,
And that definitely made things worse,
Finally, yeah, that’s how we got our kicks.

Explain why the creative execution was relevant to the product or service.
For a mailer that was meant to invite
Head honchos to a stand-up comedy night,
At the Comedy store; and hence,
Knowing the jokes would be at their expense,
A book of limericks seemed just right.

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.
While the number of invitations sent was 142,
The number of guests that arrived was 282.
A success rate of 99.29 percent,
Yes that’s really how far it went,
What’s more, the book has gone for reprint too.