|Product / Service||FEDRIGONI (SYMBOL FREELIFE RASTER)|
|Entrant||McCANN ERICKSON INDIA Mumbai, INDIA|
|Entrant Company:||McCANN ERICKSON INDIA Mumbai, INDIA|
|DM/Advertising Agency:||McCANN ERICKSON INDIA Mumbai, INDIA|
|Prasoon Joshi||McCann Erickson/Mumbai||Executive Chairman And Regional Executive Creative Director/Asia Pacific|
|Denzil Machado||McCann Erickson/Mumbai||Creative Director|
|Prajato Guha Thakurta||McCann Erickson/Mumbai||Writer|
|Siddhi Yadav||McCann Erickson/Mumbai||Art Director|
|Siddhi Yadav||McCann Erickson/Mumbai||Designer|
|Siddhi Yadav||McCann Erickson/Mumbai||Typographer|
|Siddhi Yadav||McCann Erickson/Mumbai||Illustrator|
|Robert Joseph||McCann Erickson/Mumbai||Account Director|
|Kedar Malegaonkar||McCann Erickson/Mumbai||Photographer|
|Harshal Pandere||McCann Erickson/Mumbai||System Correction|
Describe the brief/objective of the direct campaign. To create a high impact direct mailer that would highlight the benefits of Fedrigoni's specially coated, non-blotting printing paper called Symbol Freelife Raster as well as inform customers, both existing and prospective, that Prism Papyrus stocks the same, with the ultimate aim of soliciting enquiries regarding paper samples. The target audience was print buyers across Mumbai that included owners of printing presses and professionals in advertising agencies and design firms.
It is relevant to the product in that it highlights, in an effective and engaging way, the consequences of not using it. So, while the pages where the monsters appear are printed on ordinary paper, the epilogue, where the secret to taming the monsters is revealed to be Symbol Freelife Raster, is printed on the product itself. Also, it's only appropriate that a company dealing with paper sends out a book as a mailer, not least because it has a much longer shelf life than traditional mailers.
To show the perils of using non-coated paper (the ink blots and smudges during printing), we created twenty six monsters out of ink blots, one for each letter of the English alphabet, christened them, wrote a poem about each of them, and plonked them on the pages of a book that was then mailed to the target audience. The last page, containing the website address and contact details of Prism Papyrus, is actually printed on Symbol Freelife Raster so that the target audience can see the paper before ordering samples of the same.
By presenting the message in an engaging and particularly relevant way, we got a monster of a response, not only in terms of enquiries regarding samples of Symbol Freelife Raster (162 orders of samples within 3 months) but also as traffic to the Prism Papyrus website (80% increase). In fact, many of the recipients of the mailer have asked for more copies of the same as they want to gift it to friends, family and colleagues. Why, some of them have even asked us to put the Monsters, Ink on T-shirts, coffee mugs and bookmarks!