Kent Ro Systems Print WATER-TESTING BUSINESS CARD by Law & Kenneth

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Industry Household maintenance & pet products
Media Print, Magazine & Newspaper
Market India
Agency Law & Kenneth
Executive Creative Director Anirban Sen Gupta
Creative Director Mandeep Singh Ruprah
Released March 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Senior Art Director: Prayas Gupta (Law & Kenneth Communications, India)
Creative Director: Mandeep Singh Ruprah (Law & Kenneth Communications, India)
Executive Creative Director: Anirban Sen (Law & Kenneth Communications, India)
Media placement: Business card - Distributed through Sales Representatives - 8 March 2012

Describe the objective of the promotion.
The objective of the promotion was to give reasons to consumers to switch to Kent Water Purifier.

Describe how the promotion developed from concept to implementation.
Due to lack of awareness consumers believed that the water they are drinking was pure. The need was to change their mind-set.

Mere words fail to convince consumers. What they want is conclusive evidence. So why not convert a business card into a water testing device. Microbiological impurities in water react to paper coated with certain compounds, changing its colour. And that is tangible evidence for people.

So, we coated each business card with that compound and thus turned them into water-testing devices.

Explain why the method of promotion was most relevant to the product or service.
Consumers are mostly set in their ways. There were no tangible reasons for them to test their drinking water. Also it was a bother to go to a laboratory and involved expenses. A device as simple as a business card intrigued them and provided them with an easy device to test water. And the result jolted them to make a call to Kent.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The water testing business cards were easy to handle and inexpensive to produce. A business card is something which every business enterprise prints for its employees. We turned this basic communication tool into a potent interactive marketing tool at a minimal addition to the cost.
The exercise generated approximately 62% response calls. And it further resulted in 33% sales conversion.