TORN ENVELOPE

TitleTORN ENVELOPE
BrandGODREJ SECURITY SOLUTIONS
Product / ServiceHOME SECURITY PROVIDER
CategoryA01. Mailings
EntrantJWT Mumbai, INDIA
Entrant Company:JWT Mumbai, INDIA
DM/Advertising Agency:JWT Mumbai, INDIA

Credits

Credits

Name Company Position
Tista Sen JWT India Executive Creative Director
Goral Ajmera JWT India Senior Creative Director
Pallavi Chakravarti JWT India Copywriter
Hetal Ajmera JWT India Art Director
Rohit Redekar JWT India Photographer
Deepak Jadhav JWT India Digital Artist

The Brief

To shatter complacency. 'A burglary? In my house? Rubbish! I'm well protected.' Most families put home security solutions on the back burner because of this attitude. However the harsh truth is that burglars and their tools aren't that rudimentary as they once were. Godrej Solutions were looking for an inexpensive, yet hard-hitting idea to combat this inertia. The target audience - new set of potential customers

Creative Execution

Being a home security solutions provider this idea was the closest we could get to actually intruding into someone's personal space. Because people are fiercely protective about their privacy this idea served as a rude shock and also a reminder of how much worse things could be if their homes were targeted.

Describe the creative solution to the brief/objective.

Violate the consumer's privacy. Give them a small taste of what it feels like to be robbed. We dropped these mailers into apartments in major housing socities. Soon residents in Mumbai would receive torn, empty envelopes marked 'Private & Confidential'. Closer inspection would reveal the message with a call to action.

Results

Of the 6,000 envelopes dispatched during one week of the activity, 4,212 resulted in queries. Thrilled by the response, Godrej Security Solutions plan to extend this activity to other metropolitan cities in India.