The Brief

To inform home users and businesses about the need for an effective internet security suite like Net Protector 2010.

Creative Execution

Courier services in India attach a delivery slip on top of the envelope. The recipient is asked to sign it and return it to the delivery boy as proof that the package has been delivered. We mailed free demo coupons to our database of potential customers. However, our envelopes were lined with a sheet of carbon paper on the inside. As a result, the recipient opening the envelope would experience the shock of seeing his own signature on the coupon inside. we gave our customers a quick preview of the perils that they might face someday on their unprotected computers.

Describe the creative solution to the brief/objective.

NetProtector is a relatively small player in the market, especially amongst home users. However, it has several advantages over the well-known international products available in India. Due to their limited budget, we convinced them to divert their budget towards an innovation directly targeting businesses and their database of home users. The DM was easy to produce and extremely cost-efficient. Due to the its surprise value, and the ease with which customers could obtain a trial version, it clicked instantly with their customers.

Results

The first phase of the campaign was launched in 5 cities. Over 6000 demo requests were received in the first 2 weeks alone, following which the campaign was extended to the rest of the region. At the end of the free-trial period, almost 40% of the first set of recipients went on to buy a 1-year/ 2-year paid subscription - the highest conversion rate in the company's history.