Helene Curtis: SWEATY MAGAZINE

Credits & Description:

Category: Flat Mailing

Advertiser: J K HELENE CURTIS

Product/Service: DEODORANT

Agency: PUBLICIS COMMUNICATIONS

Date of First Appearance: Feb 24 2011

Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA

Vice Chairman / National Creative Director: Ashish Khazanchi (Publicis Communications)

Executive Creative Director: Tushar Kadam (Publicis Communications)

Art Director: Santosh Sonawane (Publicis Communications)

Copywriter: Tushar Kadam (Publicis Communications)

Senior Creative Director: Shahrukh Irani (Publicis Communications)

Account Director: Natasha Dani (Publicis Communications)

Photographer: Samier Salunke

Media placement: Direct Mailer - Mailed Individually To Distributors. - 14th April 2011



Describe the brief/objective of the direct campaign.

Since Park Avenue has been known for its deodorants, they wanted their distributors to know about its soon-to-be-launched antiperspirant through a disruptive mailer.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We bought 250 men's magazines and wet half the pages before pasting an insert in it that said, "Perspiration stops here". After drying, half the magazine's pages had a wet, sweaty look, whereas the rest of the pages after the insert remained dry. These magazines were then sent out to all the distributors as direct mail with the intention of getting pre-orders.



Explain why the creative execution was relevant to the product or service.

These sweaty magazines brought out the effectiveness of the antiperspirant in a compelling and interesting way.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The distributors sat up and took notice of the fact that Park Avenue was launching an antiperspirant. 86% of the distributors who were sent the mailer inquired about it. And most of them converted to pre-orders.