Mudra Communications Promo LIVING TYPOGRAPHY by DDB Mudra Group Mumbai

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Industry Advertising agencies, Business equipment & services
Media Promo & PR
Market India
Agency DDB Mudra Group Mumbai
Creative Group Head Nishant Jethi
Released December 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Product/Service: SELF PROMOTION
Date of First Appearance: Dec 21 2010
Chief Communications Officer: Bobby Pawar (Mudra Communications)
Creative Head: K.B. Vinod (Mudra Communications)
Creative Direrctor: Deepak Singh (Mudra Communications)
Creative Group Head: NISHANT JETHI (Mudra Communications)
Senior Copy: Aalap Desai (Mudra Communications)
Freelancer: Amit Pandya (Freelancer)
Media placement: Dimensional Mail - For Use Outside Homes & Offices - 1 January 2011

Describe the objective of the promotion.
To design giveaways for existing and potential clients of the design agency Water.

Describe how the promotion developed from concept to implementation.
An idea called 'Living Typography' was developed. Hollow 3D alphabets that could also act as a bird's nest were created. Appropriate alphabets were send to target audience. They could keep it outside their house as their nameplate or house number. This nameplate/house number also acted as nests for birds amidst the concrete jungle of the city.

Explain why the method of promotion was most relevant to the product or service.
As a design agency, it demonstrated creative thinking and innovative design solutions to target audience. It also became a memorable calling card for the design agency.

Describe the success of the promotion with both client and consumer including some quantifiable results.
1. 20 existing customers and 100 potential customers were reached.

2. We received warm notes of appreciation from almost all recipients.

3. Our design became part of the living space of half of the recipients and we provided homes for hundreds of sparrows.

4. 11 potential customers inquired about our services.

5. We have signed on 3 of them so far - and are in conversation with many more.