Retail thrives on customer data. But how do you get customers to participate in an activity that’s more a chore to them?
In the mid 90s, Blues Bizzare was an exclusive denim outlet of one of India’s pioneering modern retail format players, Shoppers Stop. The store wanted to collect customer data but found that most shoppers were either too busy to fill out a standard-looking form or couldn’t care less about it.
To make this boring (customer’s POV) yet important (Blues Bizzare’s POV) activity interesting and involving, I designed a LIFE-SIZED MANNEQUIN KIOSK that had a theatrical flair about it, even as he holds a large post with the words ‘What you say, is what you get!‘
The mannequin wears a pair of the latest denims and is in a bent-forward pose. His back is parallel to the ground which serves as a table-top to fill the form. A slot on the top, serves as a drop outlet. From the post, the customer simply pulls out a form that’s designed with graphic symbols that needs to be just ticked, making form filling easy. They then drop the form in the slot. The back pockets of the mannequin’s jeans hold promotional leaflets and other collaterals.
Needless to say, this all-in-one kiosk was designed to attract eyeballs and in the moment of curiosity and admiration that typically followed, to get the job done in fun.
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.