DISAPPEARING DISCOUNTS POSTER
|Client||R I AYURVEDA RESEARCH LABS|
|Title||DISAPPEARING DISCOUNTS POSTER|
|Product/Service||LASS NATURAL COSMETICS |
|Entrant Company:||MUDRA COMMUNICATIONS Mumbai, INDIA|
|Design/Advertising Agency:||MUDRA COMMUNICATIONS Mumbai, INDIA|
||Chief Creative Officer
||Executive Creative Director
|Mahadeo S. Sawant
People are exposed to hundreds of offers and discounts every day. We decided to create Posters that were hard to ignore. The Posters 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 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.
Description of how you arrived at the final design:
To make our offer stand out in a sea of discounts, we made posters 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 posters were fashioned out of natural substances. Owing to the continuous loss of moisture, the text would inevitably expand and become unreadable in about 48 hours, rendering the posters unreadable. Apart from gaining footfalls, the posters advertised the products’ main benefit – the fact that they were made from fresh natural ingredients.
Indication of how successful the outcome was in the market:
The posters were placed outside 6 major outlets. It was difficult for passers-by to ignore the offer. Many were tempted by the offer to enter the store and check out the range. Higher footfalls from those passing by wasn't the only benefit. The company also recorded its highest-ever sales of near-expiry stock, in less than 5 days.