Category: Public Health & Safety, Public Awareness Messages
Advertiser: ROTRACT MUMBAI
Product/Service: ROTRACT MUMBAI
Agency: DDB MUDRA GROUP
Chief Creative Officer: Sonal Dabral (DDB Mudra Group)
Creative Director: Deepak Singh (DDB Mudra Group)
Copywriter: Aalap Desai (DDB Mudra Group)
Art Director: Nishant Jethi (DDB Mudra Group)
Media placement: Ambient - Parks, - 23/12/2011
Media placement: Ambient - Jogging Tracks - 23/12/2011
Media placement: Ambient - Offices - 23/12/2011
Media placement: Ambient - College Canteens - 23/12/2011
Describe the brief/objective of the direct campaign.
India generates about 55m tons of trash annually. More than 75% of the diseases are caused due to lack of cleanliness. So we decided to attack the basic cause. Littering. It’s an unconscious habit that’s difficult to alter. So the brief was to make people throw trash where it belongs.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took a trash can and turned it into a kaleidoscope. So that when you put trash into it, it creates a pattern. We then placed it at hotspots.
Explain why the creative execution was relevant to the product or service.
The Cleanoscope made cleanliness fun and people even picked up trash from the surrounding area to try it. This resulted in the surrounding areas being cleaner than usual.
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.
In a week, a normal trash can collects 12 kilos of trash. The Cleanoscope collected 29 kilos.
Because of the success, the Cleanoscope was installed at numerous other locations.