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.
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.