PUZZLE by Publicis Ambience Mumbai for CROFT

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PUZZLE

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Industry Stationery
Media Promo & PR
Market India
Agency Publicis Ambience Mumbai
Art Director Ashish Phatak
Copywriter Denise D'silva
Photographer Avadhut Hembade
Released December 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: CROFT STATIONARY
Product/Service: FINE NIB PENS
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Dec 31 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
National Creative Director: Ashish Khazanchi (Publicis Communications)
National Creative Director: Prasanna Sankhe (Publicis Communications)
Art Director: Ashish Phatak (Publicis Communications)
Copywriter: Denise D'silva (Publicis Communications)
Photographer: Avadhut Hembade
Media placement: Flat mail - feild marketing - 31/12/2009

Describe the objective of the promotion.
To demonstrate how fine the nibs of the new pens from Croft are.

Describe how the promotion developed from concept to implementation
People usually settle down to solve puzzles, crosswords etc. armed with pens. Puzzle books were handed out to people at various locations. The puzzles in this booklet were intricate and tiny. They could only be solved with an extremely fine nib pen like Croft.

Describe the success of the promotion with both client and consumer including some quantifiable results
The activity gave a live demonstration of the how fine the nibs of these pens really are. The sales of Croft Fine Nib Pens saw a substantial increase post this activity.

Explain why the method of promotion was most relevant to the product or service
Pens are top of mind when they are needed to solve puzzles. This was the ideal way to deliver the message.