Intercraft Trading Promo, Case study CHAMBOR OF SECRETS by Publicis Beehive Mumbai

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CHAMBOR OF SECRETS

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Industry Jewelry
Media Promo & PR, Case study
Market India
Agency Publicis Beehive Mumbai
Art Director Amit Malik
Copywriter Shyamashree D'mello
Released October 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: INTERCRAFT TRADING
Product/Service: CHAMBOR JEWELS
Agency: BEEHIVE COMMUNICATIONS
Creative Director: Shyamashree Dmello (Beehive Communications)
Art Director: Amit Malik (Beehive Communications)
Copywriter: Shyamashree Dmello (Beehive Communications)
Account Executive: Mehak Jain (Beehive Communications)
Production Manager: Suresh Madge (Beehive Communications)
Print Production: Suresh Rane (Sneha Prints)
Media placement: Chambor of secrets - shopping bag packaging - At selected retail cosmetic outlets - 23rd October 2011

Insights, Strategy & the Idea
•To announce the launch of Jewels, a festive range of cosmetic products by Chambor, a consumer products company specialising in cosmetics for upper-middle class women.

•To create product advocates and engage the end consumer by visualising and executing an ingenious gift on purchase and shopping for the festive range.

• Jewellery is a precious possession for every woman and they ensure its safety at any cost. The key objective of the concept was to promote the idea of the Jewels range being a priced possession and therefore, it needs to protected and preserved the same way. The challenge was to communicate it in an engaging and clutter breaking format.

Creative Execution
• To create engagement and intrigue a 'Chambor of Secrets' concept was developed. An empty paper bag with pearl necklaces as handles was created. It looks like a normal shopping bag when anybody holds it first. Once the laser light (which is a free gift) with the Jewels range, is flashed on the inside surface of the bag, further instructions to reach the products are seen.

•The products are actually safely packed and hidden in a secret chamber at the bottom of the bag. This effectively highlighted the invaluable quotient attached to the products.

Results and Effectiveness
•Dearth of such innovative shopping bag concepts in this segment ensured that the bags were used extensively by niche and selected retail cosmetic outlets

•The intrigue created by the innovation resulted in a large number of consumers using and recommending the Jewels range

•The unique presentation of the concept created heightened interest levels amongst the end consumers who are classy, independent women looking for a change

•The out-of-the-box idea put forth the value proposition of the Jewels range to its end users in an exciting way instantly generating a recall and word-of-mouth publicity.