TALKING BAG

TitleTALKING BAG
BrandCLUB MAHINDRA
Product / ServiceHOSPITALITY
CategoryA01. Mailings
EntrantM&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA
Entrant Company M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA
Advertising Agency M&C SAATCHI DIRECT AND DIGITAL Mumbai, INDIA

Credits

Name Company Position
Deepak Agarwal M/C Saatchi/I Executive Creative Director
Prasad Acharya M/C Saatchi/I Creative Director
Gauri Gokarn M/C Saatchi/I Copywriter
Rakhshin Patel M/C Saatchi/I Director
Vipul Yadav M/C Saatchi/I Account Director
Sanjay Ghadi M/C Saatchi/I Graphic Designer
Milind Raut M/C Saatchi/I Graphic Designer
Vijay S Patkar M/C Saatchi/I Graphic Designer
Saeed Mohammed M/C Saatchi/I Graphic Designer

The Brief

Club Mahindra is a vacation ownership brand with over 48 resorts across India & international alliances that allow one to vacation across thousands of resorts. Upon buying a membership one enjoys 7 days stay, per year for 25 years, at a CM or affiliate Resort. The task was to communicate to warm prospects who had already gone though a sales presentation – offering them the unique opportunity to become members of Club Mahindra. These prospects had shown interest but not bought a membership. The challenge was to find an idea so compelling that it could get a lost sale, reopened!

Creative Execution

The difficulty of the task lay in how to convince prospects to not have a knee jerk reaction, upon being contacted by Club Mahindra. As that reaction would most likely be one of disinterest. By taking a charming, playful approach the brand was able to get invited to the one place it most wanted to go. Into the prospect’s home.

Describe the creative solution to the brief/objective.

The strategy was to offer an expensive gift that people would find hard to refuse – a brand new bag. The twist was that the bag was locked with a combination lock. Respondents would have to call Club Mahindra to invite a salesman over to unlock the bag. To persuade the recipient to act & call - the creative leap was to bring the bag “alive” almost as if it was human and dying to go on a holiday with its new owner. The entire pitch to the recipient to call Club Mahindra was made by a talkative travel companion.

Results

Of the 147 bags sent as a test case in Mumbai and Delhi, 40 potential members called to invite Club Mahindra to come and meet them at their residences. An unheard of 27% response rate.