bindass

bindass channel's new proposition was 'logic off madness on'. We devised activation ideas and Direct Mailers to popularize this new attitude among the general public and the media houses. The umbrella with designer holes and the reverse beaked kettle were sent as DMs.

Indianoil golf event

GQ Direct Mailer

Brief: GQ would give a discount of 10% on early subscription. A Direct Mailer was to be sent to all customers. However most recipients ignore such mailers in the flurry of events. The communication should therefore trigger the attention of subscribers at a minimum budget.


Solution: The line on the envelope said 'Wait for 30 days before you open this'. This invoked the curiosity in the recipient and he opened it immediately. The inside line complimented the recipient for being 'a man who dosen’t like to wait' and went on to introduce the offer.

Purple glue

Brief: To promote 3M's purple glue stick and to establish its advantage over ordinary glue.

Solution: Purple glue is purple when you stick it and turns invisible after a few secs. Therefore it lets you see exactly where you are spreading the glue. To establish this, we will send open envelopes containing a lottery winning ticket to customers from a retail store's database. The ticket however will be already scratched by somebody before hand. A hidden side panel will reveal the product logo with the line 'see where you stick.'

Deutsche Bank homeloan DM

Problem:
Deutsche Bank wanted to cross-sell their Private Banking Relationship to a select database of home loan customers.

The Brief:
A personalised Direct Mailer to be sent to 150 home loan customers. This would announce the discounts available to them on home loan rates if they started a Private Banking Relationship with Deutsche Bank.

Each new customer would get a specific discount on opening an account, a higher discount for maintaining a certain balance for more than 3 months and 6 months respectively. The discount table would change from customer to customer.


line 1: Home loan discounts can change the way you see real estate investments.

line 2: 3 months of Private Banking investment. More home loan discounts, more savings.

line 3: 6 months of Private Banking investment. Savings multiply, discounts increase further.

Deutsche Bank Gold Card DM

The brief: Deutsche Bank wanted an interesting direct mailer to gift its Gold Card to deserving Classic Card customers.

The solution:The outside of the Direct Mailer resembled the lid of a treasure trunk. On opening it, the customers found the db Gold Debit Card. The DM was accompanied by a letter that explained all the features of the card.

Deutsche Bank Personal Loan campaign

Brief: Deutsche Bank wanted to give a free Jet Airways ticket to all new Personal Loan customers.

The solution: The inside page of the direct mailer had a printed image of an aeroplane.When the page was pulled out of the envelope,it appeared as though the plane was flying out, because of the transparent address panel.Thereby,the proposition was effectively established.

Bindass Movies Invite

This invite was sent to trade people,inviting them for a special Karaoke night where Hollywood movies would be played on mute and the guests would have to dub them. On lifting the flap of the invite, the text would be readable. Along with this, a finger would appear on Angelina Jolie's lips. This implied the gist of the event.

Kitchens of India DM