The Brief

The target audience was drawn from existing customers. India is the diabetes capital of the world. People are advised to keep regular tabs on their blood sugar, but find processes like blood tests and laboratory visits rather tedious. With the launch of Diastix, Bayer wanted to demonstrate how easily one can check blood sugar levels, when done with the convenience of their urine test strips.

Creative Execution

We went beyond a traditional direct mailer and created an idea that easily displayed our product's benefits. Not to forget, bring alive the company philosophy 'simple wins.' For a diabetic - and even borderline diabetics - monitoring blood glucose is of utmost importance. This direct mailer gave our database a chance to witness how easy it is to perform a self-test with our urine test strips.

Describe the creative solution to the brief/objective.

A personal letter that invites consumers to test the simplicity of Diastix, on the spot. Readers were invited to pass urine on the very same letter, the shade of which was designed to change on use. It explained the similar functioning of our test strips that accurately indicate blood sugar levels when used.

Results

The letter's impact was instant and for all to see, the moment they tested. 71% inquired further about the product, while the quarter sales of Diastix far surpassed the company's expectations.