Title | TALKING BAG |
Brand | CLUB MAHINDRA |
Product / Service | HOSPITALITY |
Category | A01. Mailings |
Entrant | M&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 |
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 |
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!
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.
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.
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.