September 2, 2014

Visiting Cards for Dietician Priti Jadhav

This is a part of our series on the 2014 Kyoorius Design Awards in-book winners. To see the complete list click here.

At some point in time all of us would have had memories of waiting for a train on a platform idly. While waiting for trains, many commuters – be it children or adults – are tempted to use the colorful machines on the platforms to note their weight. These machines look like game consoles with flickering lights, making mechanical sounds once you insert a coin into the slot, popping out a brown token with your weight written on it. It is fun and something we all are familiar with. Who would have thought that this could also be an effective marketing strategy for a dietician.

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Publicis India was approached by Priti Jadhav to directly reach out to her target group without being aggressive. The challenge was not only to connect with people who were sensitive about their weight, but also to do this within a modest budget. Publicis identified weighing machines located at local stations in Mumbai to be an effective touch point with the customers that Ms. Jadhav was aiming to capture.

For as little as Rs.2, a person could pull out a token that displayed his/her weight, and Publicis came up with the idea of turning these tokens into visiting cards. The cards were printed in bulk and replaced the normal tokens in 10 particular machines, which they continued to refill every fortnight. In the first phase, about 7500 tickets were printed costing the client a little over Rs.3500. The tokens were placed in weighing machines at major stations such as Dadar, Kurla, Ghatkopar, Mulund and Thane. Within a week, Priti Jadhav received about 450 calls for queries and 326 emails from prospective clients – a whopping 275% increase from her previous numbers. The idea was simple and fun, and its execution was astonishingly economical, giving the client instant results exceeding her own expectations.

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What makes the campaign stand out is that it is suggestive. Many people are conscious of discussing the subject of their weight openly. This DM campaign doesn’t openly declare that people consulting the dietician are suffering from any particular health issue; it just suggests that if ever there was a need, people know where to go. Plus, it made the campaign relevant to only those who were conscious enough to check their weight and use these machines. The originality in the method of delivery – using a device that has always been a part of our train stations sets it apart.

The Direct Mail campaign for Innovative Visiting Cards for Dietician Priti Jadhav is an in-book winner and Blue Elephant nominee at the 2014 Kyoorius Design AwardsWinners will be announced on 13th September at Kyoorius Designyatra 2014 in Goa. To learn more about the awards party, click here

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