Pronto Couriers Promo DAMAGED GOODS by Publicis Ambience Mumbai

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DAMAGED GOODS

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR
Market India
Agency Publicis Ambience Mumbai
Associate Creative Director Girish Wadisherla
Executive Creative Director Tushar Kadam
Copywriter Ashish Khazanchi
Photographer Mitesh Nitin Popat
Released March 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: PRONTO COURIERS
Product/Service: COURIERS
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Mar 20 2011
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
Vice Chairman & National Creative Director: Ashish Khazanchi (Publicis Communications)
Copywriter: Ashish Khazanchi (Publicis Communications)
Senior Creative Director: Shahrukh Irani (Publicis Communications)
Executive Creative Director: Tushar Kadam (Publicis Communications)
Associate Creative Director: Girish Wadisherla (Publicis Communications)
Senior Art Director: Dipti Rode (Publicis Communications)
Visualizer: Poonam Rajpurkar (Publicis Communications)
Photographer: Mitesh Popat (Shivallay)
Media placement: Direct Mailer - Individually Couriered - 20-03-2011

Describe the objective of the promotion.
Pronto Couriers wanted a disruptive direct mail idea which would create an impact in the already crowded local courier business.

Describe how the promotion developed from concept to implementation.
A direct mailer was targeted at Administration Managers of various organizations who usually decide on the choice of their courier services. By design, a broken vase was delivered to them through other leading courier services. When they opened the package, along with the broken vase they found a message that read.- “Wouldn't have happened with us. - Pronto Couriers.” In effect the process was the idea.

Explain why the method of promotion was most relevant to the product or service.
Instead of sending a regular direct mailer, this damaged package sent through a competitive courier was very disruptive and appropriate for Pronto Couriers.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Administrative managers from various companies took notice of the promotional mailer and started using Pronto Couriers.
Being a cost effective, simple idea, the overall returns for Pronto Couriers were fairly high.
This innovative idea increased inquires by 49% and sales by 30%.