Hasta La Creative!

This is the fifth in a series on DM Case Studies by Sanjeev Jasani, VP,OgilvyOne, New Delhi

The Background
In a market dominated by CRT TV (92.9% in 2008), the LCD TV holds 6.6% market share. However, according to a DisplaySearch report that analyses trends and opportunities in the Indian market, the Indian flat panel TV market is just at the beginning of a real growth curve. What with year-on-year growth of more than 100% expected for the next five years.
In fact, the report states that by 2012, LCD TV shipments will surpass those of CRT TVs in India.
Meanwhile, major brands like Samsung, LG, Sony and Philips and Indian local brands like Videocon and Onida are all focusing their efforts around LCD TV.
So the big question being, was the timing right and the market ready for the launch of Samsung LED TV?

The Problem
While LCD is still finding a strong foothold in the minds of the Indian consumer, was the launch of a new technologically superior Samsung LED TV a little ahead of its time?
While LCD TV carries a price tag of 60,000-80,000 and above; would the cautious Indian consumer be ready to shell out more than 1.5 to 2 lakhs?
Last, but most importantly, with the launch of the more superior LED TV, would it not cannibalize Samsung’s very own LCD TV market which holds a substantial share?

The Objective
To create awareness and clearly establish LED TV as a benchmark for TV viewing experience.
The second objective, get qualified leads – at least 400 to be specific that too at the time of launch and within a period of 2 months.

The Approach
There are TVs and there are LED TVs. Yes the avant-garde LED TVs from Samsung are here to redefine TV viewing. They also redefine the standards of image quality and aesthetics in home entertainment.
Which is why with the birth of LED TV it’s like the birth of a new species. This birth has no other parallel, there’s no comparison, no competition, no rival.
LED TV was pegged in a league of its own with the “birth of a new species”

The Direct Mailer
If the birth of the new species is one of the most extraordinary events in the history of life on earth and we are lucky to be present at this amazing time, then who better to carry this important news than a magazine of National Geographic stature.
Our execution was inspired by NatGeo. Our story was sent neatly packaged in a box containing a special issue of a mock-magazine, carrying only and the all important news of the birth of a new species. On skimming through the first few pages which built up the story, one finally realizes it is the birth of the all-new Samsung LED TV that one was referring to.
To add more punch to the mailer, a gift certificate comprising a great offer and a personalized letter made for a complete DM pack.

The Database
The objective was to contact a niche audience. Someone who’s unabashed about his indulgences and revels in the exclusivity of luxury and has the ability to afford it.
We contacted CEOs & CFOs residing in the metros and mini-metros, adding to 11 cities. With disposable household income of over Rs. 8-9 lakhs per annum. They mostly owned a D/E segment car like Honda Accord, Skoda Octavia, etc. No. of contacts: 42,000

The Result
Although the actual sales figures were not shared with the agency, out of 42,000 contacts made, we received ‘qualified leads’ totaling 374 – meaning the no. of people who were keen to buy the TV. Although, this figure is a few short of our target no., our client Samsung was satisfied considering the product was new (it was also a global launch of LED TVs), the price was high and time was short – just within 2 months of the launch.
The no. further indicates that for an activity spend of Rs 23 lacs, the mailer created sales opportunities worth approx. Rs. 2 CR.
Moreover, today LED TV has already created a buzz in the market and is synonymous with high-end TV viewing experience.