A few years ago, Tata Indicom introduced an advanced AGPS tracking system – Quickfinder-i – for the first time in India. Powered by Tata Teleservices’ superior CDMA technology, customers could now track their vehicles or assets even while they were parked indoors or in a remote location.
To illustrate the advantages of Quickfinder-i and its real-time tracking benefits to corporates, fleet owners etc, we designed a simple direct mail pack that says it all.
Idea : NEEDLE IN A HAYSTACK – THE QUICKFINDER-I USED AS A MAGNET.
A needle was placed in a pile of hay. The target person can easily locate the needle in a trice by using the Quickfinder-i bar (it’s a magnet) thereby illustrating the key benefit of this tracking system in an experiential manner.
The outer box envelope :
The open box : It’s time to find a more pleasant definition of the word ‘find’.
A brochure on Quickfinder-i and how it benefits various businesses accompanied the box.
WNS, a comprehensive backend support service provider to organizations, wanted to promote its range of business process outsourcing services amongst premier insurance organisations in the US and UK. It wanted to highlight its deep domain expertise.
Idea :REVEALING LAMP
A lamp was sent to prospective customers along with a brochure and other documents detailing the services provided. As WNS provides backend support to its customers, it’s reassuring presence can seldom be seen, but sure makes an impact. Much like what the lamp reveals when switched on wherein the supporting columns of the bridge are now seen!
The lamp employs a pretty simple, yet ingenious technique. The image (bridge and its supports) is printed in two parts.
1. The impossibly long bridge suspended in mid air – This part of the image is printed on the outside.
2. The supporting pillars – These are printed on the inside.
When the lamp is not lit, only the outer image (bridge) is seen.
It’s only when you switch on the lamp that the inner image (supports) become visible, giving a visual demonstration of the role played by WNS.
Can a floor cleaner do more than just clean floors? Why not inculcate cleanliness as a way of life in young minds who are in the process of habit formations?
Almost 2 decades ago, Hindustan Unilever discovered to their amazement that MY CLEAN WORLD an innovative idea for a school contact programme would have lasting impact for their floor cleaning brand, Domex than any other conventional communication.
A set of My Picture Story Book and My Clean World chart were distributed to Class 2 children. The storybook stayed in class while the chart would be at home. This set would be different for Class 3 and another set for Class 4.
Weekly fun lessons – illustrated stories on various aspects of cleanliness – had to be completed by the child and supervised by the teacher. A month later on completion of a story, the child would detach the ‘moral of the story’ jigsaw piece and take it home to affix it onto his My Clean World chart. This chart-cum-calendar got completed at the end of 6 stories, much to the delight and pride of the parents and teachers who found their kids getting possessive of their clean world.
The brand’s constant presence at home and with parents watching their child’s involvement with its key benefit of cleanliness, brand goodwill felt so squeaky good!
My Picture Story Book used at school: (regret image quality of this earlier work)
The completed My Clean World chart at home: (regret image quality of this earlier work)
To launch a Rs 7 lakh printer, get it noticed and then considered, the idea had to become a catalyst for engagement.
Idea : WHEN PRINTS DIDN’T COME! Born from the fact that when you need prints urgently, more often than not, the printer ditches you. This unfortunate fact was relevant in every industry.
The launch was conceived as a theatrical play ‘A Day In God’s Office’ in which the new HP printer would be the saviour.
The entire B2B communication then worked backwards starting with a handwritten letter and invitation for this play. All communication was handwritten (naturally, as prints didn’t come). A blog had several people narrating various incidents in their professional and personal lives when the printer ditched them.
This very ballsy concept for a printer manufacturer, found tremendous resonance in the target group resulting in a very successful launch in 6 Indian cities. Set out to get 900 prospects, the campaign pulled in 1200 and even succeeded in getting orders at the launch event.
Activation board depicting the pre-launch handwritten communications:
Activation board depicting the theatrical play ‘A Day In God’s Office’.
This activation was featured in UK’s Contact magazine as one of India’s best DM campaigns that add flavour to the communication mix.