WORLD'S YOUNGEST JOB APPLICANT

TitleWORLD'S YOUNGEST JOB APPLICANT
BrandPLAN INDIA
Product / ServiceCHILD WELFARE FUND
CategoryA01. Mailings
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
DM/Advertising Agency:BBDO INDIA Gurgaon, INDIA

Credits

Name Company Position
Josy Paul Bbdo India Chief Creative Officer
Sandipan Bhattacharyya Bbdo India Executive Creative Director
Bharat Khare Bbdo India Creative Team Leader
Arjuna Gaur Bbdo India Associate Creative Director
Anupam Chauhan Bbdo India Account Director
Rajesh Sikroria Bbdo India Vice President
Aseem Kapoor Plan India Director - Marketing
Anunay Rai Bbdo India Creative Director
Gurdev Singh Bbdo India Art Director

The Brief

Plan India was looking to target senior executives in corporations through a direct mailing initiative aimed at generating funds for educating underprivileged children. But traditional flat direct mailers end up straight in the bin. So how do we design a compelling direct mailer that doesn't end up in the bin, without being read at least once.

Creative Execution

Traditional direct mailers are usually not worth the money spent on printing them as they end up straight in the bin. However, job applications are taken a bit more seriously. With this innovative approach, we were able to avoid the waste paper bin till one reading at least! The strength of the creative also lies in its ability to present the struggles of an underprivileged child in the form of accomplishments on a CV. Besides, the medium of a CV also drives home the fact that with an education the child can one day aim for a good job.

Describe the creative solution to the brief/objective.

We created job applications with attached CVs of underprivileged kids and mailed them to these executives. The CVs detailed the hardships these kids went through in an effort to get a basic education for themselves. And went on to tell the reader that with his help these children could one day apply for the job. At the end of the letter, we had our website address urging readers to visit and contribute to the cause.

Results

- 3600 letters were sent out to senior executives in corporates. - 80% responded to the communication by visiting www.planindia.org - Plan India recorded a 300% increase in donations as a result of the campaign. - The letters were shared within the companies and led to inquiries from other employees as well.