|Client||R I AYURVEDA RESEARCH LABS|
|Product||LASS NATURAL COSMETICS|
|Entrant||MUDRA COMMUNICATIONS Mumbai, INDIA|
|Type of Entry||Use of Direct |
|Product/Service||LASS NATURAL COSMETICS |
|Entrant Company:||MUDRA COMMUNICATIONS Mumbai, INDIA|
|DM/Advertising Agency:||MUDRA COMMUNICATIONS Mumbai, INDIA|
||Chief Creative Officer
||Executive Creative Director
|Mahadeo S. Sawant
Describe the brief from the client:
Lass natural cosmetics are made almost entirely with natural ingredients. Due to the minimal use of artificial preservatives, the products tend to have a shorter shelf life and stocks need to be replaced regularly. Our objective was to maximize participation during the last few days of their periodic clearance sale.
People are exposed to hundreds of offers and discounts every day. We decided to create coupons that were hard to ignore. The coupons effectively let customers know that an offer was slipping out of their hands with every passing second. While doing so, they also advertised what made the range of cosmetics special in the first place - the fact that they were made from fresh, natural ingredients, with minimal use of artificial preservatives.
Describe the creative solution to the brief/objective.
To make our offer stand out in a sea of discounts, we distributed discount coupons that not only informed customers about the sale, but also constantly reminded them of the little time they had left to rush to the store. By gradually turning into trash.
The die cut coupons were fashioned out of leaves and petals. Owing to the continuous loss of moisture, the text would inevitably expand and become unreadable in about 48 hours, rendering the coupons useless.
Apart from gaining footfalls, the coupons advertised the products’ main benefit – the fact that they were made from fresh natural ingredients.
Describe the results in as much detail as possible.
The coupons were dropped off at residences near major outlets, and inserted in newspapers. Existing customers in our database received coupons as well. Of the coupons distributed near 6 major outlets, a whopping 70% were handed over in time. Of course, the customers with tattered coupons didn’t leave empty-handed either. They received freebies with their purchase, just for taking the effort. The company recorded its highest-ever sales of near-expiry stock, in less than 5 days.