MONSTERS, INK

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TitleMONSTERS, INK
BrandPRISM PAPYRUS
Product / ServiceFEDRIGONI (SYMBOL FREELIFE RASTER)
CategoryA01. Mailings
EntrantMcCANN ERICKSON INDIA Mumbai, INDIA
Entrant Company:McCANN ERICKSON INDIA Mumbai, INDIA
DM/Advertising Agency:McCANN ERICKSON INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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!