XXX: TEAR IT

Credits & Description:

Category: Flat Mailing

Advertiser: JMJ GROUP

Product/Service: XXX - ENERGY DRINK

Agency: PERCEPT H

Date of First Appearance: Dec 25 2009 12:00AM

Entrant Company: PERCEPT H, Mumbai, INDIA

Executive Creative Director: Prathamesh Ghate (Percept/H)

Executive Creative Director: Prathamesh Ghate (Percept/H)

Art Director: Hiten Sondagar (Percept/H)

Media placement: Direct Mail - Direct to Home - 26 December 2009



Describe the brief/objective of the direct campaign.

The objective was to create a buzz around an energy drink XXX - a new entrant in the Indian market. The drink was launched at Sunburn, Goa 2009, Asia’s biggest music festival.
http://www.sunburn-festival.com/2009/



XXX the newly launched energy drink was targeting new customers - primarily the youth and the upwardly mobile who need something to keep them charged through out the day.



The basic strategy was to create excitement around the brand in a market where the product category itself is fairly nascent and our main and sole competitor is Red Bull.



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

The mailer itself, made out of paper which could not be torn, made it impossible to open it – without of course using a pair of scissors. The fact that the person opening it had spent some energy in trying to open it and still hadn’t managed, for the lack of energy, fit beautifully with our product; an energy drink! It was not only engaging our audience (primarily comprising of the upwardly mobile youth) but also making them smile making them more receptive to sample our product.



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

The projected response for the launch was expected to be between 75-85% awareness at the primary level, with a total distribution of 5000 cans over the 3-day festival period. The creative solution aimed to generate the above level of awareness by creating an interesting piece of communication in the form of a Direct Mailer which would invoke curiosity and initiate brand awareness towards the XXX energy drink.



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.

With a successful launch at Sunburn, Goa 2009 and also sponsorship of the event, XXX energy drink created tremendous awareness for the brand. With a wide distribution network the product is having a national presence across the length & breadth of India, through retail outlets, pubs, bars & restaurants.The company is slowly reaching a mark of 100,000 cans since the launch in December 2009. Also a tie-up with Café Coffee Day a popular coffee shop across the metros, the product availability has increased tremendously.