MISSING LINK by Law & Kenneth for Indian Detective Agency

MISSING LINK

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Industry Consumer & Public services
Media Print, Magazine & Newspaper
Market India
Agency Law & Kenneth
Creative Director Rondeep Gogoi
Art Director Rishi Kant, Manimohon Yanglem
Copywriter Aheibam Prahlad, Indrani Vohra
Released January 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: INDIAN DETECTIVE AGENCY
Product/Service: DETECTIVE SERVICES
Agency: LAW & KENNETH
National Creative Director: Charles Victor (Law & Kenneth)
Creative Director: Rondeep Gogoi (Law & Kenneth)
Art Director: Rishi Kant (Law & Kenneth)
Copywriter: Aheibam Prahlad (Law & Kenneth)
Art Director: Manimohon Yanglem (Law & Kenneth)
Visualiser: Kenny Ngairangbam (Law & Kenneth)
Copywriter: Indrani Vohra (Law & Kenneth)
Account Director: Kapil Vohra (Law & Kenneth)
Media placement: Business Cards - Hand To Hand Distribution - 3rd January 2012

Describe the objective of the promotion.
Indian Detective Agency wants to develop a business card that does more than what a business card usually does – simply carry the name and contact details. It wants the card to be a device that differentiates the agency from other detective agencies.

Describe how the promotion developed from concept to implementation.
We came up with a business card that not only reflects the essence of the business the client runs but also engages people to make it more memorable. We wanted to make the card interesting so that people would think of Indian Detective Agency whenever they think of seeking any detective services. Eventually we developed the business card with text that looks like gibberish at the first glance. When one pulls the other flap of the card over to the gibberish text, everything falls in place and one gets the contact information and other details of Indian Detective Agency.

Explain why the method of promotion was most relevant to the product or service.
The card was designed in such a way that it looked like a missing link from a case. Letting people figure out the information on their own and letting them apply their thoughts was a way to give them a peek into the business of detective services.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The cards disappeared fast and people contacting Indian Detective Agency increased significantly. People are usually reluctant to keep the business cards of detective agencies with them. But the case was different with this business card. Indian Detective Agency got 4 times more cases compared to the 3 months before the start of the activity.