Dead Mailers

2009-04-05T11:27:00.000-07:00

What's the fuss all about?

Every idea consists of three part, or acts...
The first part is called the Pledge...

...the brief shows you something
ordinary- A standard leaflet, a regular letter, a normal ad
and pledges to you its utter normality...

Perhaps there is nothing to it, it is indeed... normal.
But, of course, it probably isn't...

The second act is called the Turn...
The creative takes the ordinary something...
...and makes it do something extra-ordinary.

But you wouldn't clap yet.
Because making something extra-ordinary out of ordinary
isn't enough... you are looking for something else.

That's why every idea has a third act.
The hardest part... the part we call...

...The Prestige. (a.k.a winning awards.)

(Inspired from the movie "The Prestige")

Microsoft - The Ideal Candidate

2009-04-05T09:27:00.000-07:00

(click on the image to view full)

Awards:
Dubai Lynx 2009 - Bronze (Flat Mailing)

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan / Malesh Ponnusamy

Agency:
Wunderman, Dubai
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The Pledge
Microsoft was launching Windows Server 2008 – a product that required
considerable investment. We had to introduce it to a large database, with
a limited communication budget.

The Turn
Globally, the product was positioned as a super-powered robot
working 24/7. Using this to our advantage, we sent a normal-looking CV
to IT Managers, different in only one way – it came from a robot.
It led customers to a website for more information on the ‘Ideal Candidate’.

The Prestige
The CV was received with a lot of interest and curiosity with over
500 website hits out of 1,800 mailers sent. So far, 34 companies have
ordered the product – a huge ROI for Microsoft.

Microsoft - Another late night?

2009-04-05T09:22:00.000-07:00

(click on the image to view full)

Awards: None

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan/Malesh Ponnusamy

Agency:
Wunderman, Dubai
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The Pledge
Microsoft was launching Windows Server 2008. We had to
come up with something interesting to demonstrate to IT Managers
what the server could actually do for them.

The Turn
The IT staff often spends long hours and nights in the office, fixing
and maintaining IT systems. The new server could work 24/7, reducing
this drastically. So we sent IT Managers a sleeping bag – which they
could use on such late nights. Alternatively, they could just implement
Windows Server 2008.

The Prestige
Out of the 872 sleeping bags sent, 150 people replied.
Response rate: 17.20%.

Mashreq Bank - Unclog your finances

2009-04-05T09:18:00.000-07:00

(click on the image to view full)

Awards: None

Credits:
Art Director: Malesh Ponnusamy
Copywriter: Douglas D'cruze
Sr. Designer: Aamir

Agency:
Wunderman, Dubai
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The Pledge
Mashreq’s “True Negotiation” offers exporters up to 100% cash value of their
Letter of Credit – a document issued by buyer to seller as a temporary guarantee
of payment. Because of bank processes, this sometimes results in LCs being
frozen for months, causing cash flow problems.

The Turn
So how do you clear ‘blocks’ to ensure smooth cash flow? With a “plunger”,
an everyday object used to unclog blocks at home or office. The message stated
that they could either use this to unclog their finances or call Mashreq.

The Prestige
500 sent, 78 responses, of which 53 used the product.

DBAJ -The Locator Envelope

2009-04-05T09:09:00.000-07:00

(click on the image to view full)

Awards: None

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan/Malesh Ponnusamy
Sr. Designer: Hanna Boulos

Agency:
Wunderman, Dubai
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The Pledge
Dubai Bone & Joint Center (DBAJ) was moving to a new facility.
We had to communicate this change of address to busy doctors so
they remembered it when referring patients to DBAJ.

The Turn
When making referrals, doctors send along X-rays with patients.
We used this opportunity innovatively. We sent the doctors a flat pack
of X-ray envelopes with DBAJ’s new address pre-printed. They could
put their X-rays into these and patients could literally carry the new
address along with them.

The Prestige
The results showed within a few days. Most patients mentioned
to the receptionist how easily they located the new address,
thanks to the envelopes.

Microsoft - 'Lonely No More'

2009-04-05T08:57:00.000-07:00

(click to view the image full)

Awards:
Cannes 2008 - Shortlist (Media)
Dubai Lynx 2008 - Gold (Media)
Mena Cristals 2009 - Media Cristal
Directory Issue No. 10 - Showcased

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan
Sr. Designer: Minal Kulkarni

Agency:
Wunderman, Dubai
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The Pledge
As organizations grow, so does their IT infrastructure. Most companies
make do by adding patches, putting pressure on IT, which then spends time
running from desk to desk, trouble-shooting. We had to generate sales leads
by introducing a new system which allows upkeep right from the comfort
of an IT person’s desk.

The Turn
This new system would mean an IT department interacts less with colleagues,
making them lonely. So, we sent them a real fish for company. Logistically
challenging, the idea depended on implementation. We trained deliverymen
across 4 countries to set-up fishbowls, food and tent-cards with a daily
maintenance task list to keep the department occupied. Simultaneously,
a letter introducing the system was handed to IT Managers.

The Prestige
Ground-breaking results - people couldn’t believe they had received a ‘live’ gift.
The Microsoft sales department was flooded with calls and emails - Over one
third responded out of 1100 deliveries.

Group Plus - Ads

2009-04-05T08:43:00.000-07:00

Awards:
Dubai Lynx 2008 - Press Finalist
Campaign Middle East - Featured
www.adblogarabia.com - Showcased
(http://www.adblogarabia.com/index.php?s=Wunderman+Dubai&searchbutton=Go!)

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Shweta Tariq

Agency:
Wunderman, Dubai

Microsoft - Mighty I.T.

2009-04-05T08:40:00.000-07:00

(Click to view image full)

Awards: None

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan / Malesh Ponnusamy
Illustrator: Michael Turda

Agency:
Wunderman, Dubai
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The Pledge
Microsoft was launching the new Windows Server after five years. Before the
launch in 2008, they wanted feedback on the trial version. The challenge was
to get I.T. professionals to download it and get their inputs.

The Turn
Inspired by comic-book superheroes, we created our own - illustrating
how the mighty new server helped I.T. professionals improve their company’s
I.T. infrastructure. The first email pushed them to explore the server’s powers.
The second email led them to a microsite asking them to prove their
might by giving feedback.

The Prestige
Over 2800 trial versions were downloaded, over 300 gave feedback
on the trial version.

Microsoft - The Indispensable Hero

2009-04-05T08:34:00.000-07:00

(click to view image full)

Awards:
Dubai Lynx 2008 - Finalist

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter : Shweta Tariq/Malesh Ponnusamy

Agency:
Wunderman, Dubai
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The Pledge
In March 2008, Microsoft will have its largest global launch of
three new servers, with the theme ‘Heroes happen here’, reflecting
how this technology makes every IT person a hero of his office.
Our invite had to convince IT-heads to attend the day-long event
with their team.

The Turn
How would an office manage when its indispensable heroes
are away? We presented a solution - we mailed posters for them
to put up in their workspace, with tear-off tab for their numbers
so colleagues could always reach them.

The Prestige
800 mailers were posted, with over 100 registrations in one week.
More are expected till the date of the event.

Microsoft - Freshen up and brush up

2009-04-05T08:30:00.000-07:00

(click to view image full)

Awards:
Dubai Lynx 2008 - Finalist
Directory Issue No. 10 - Showcased
Wunderman 'The Loop' Worldwide Internal Newsletter - Showcased

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter : Richa Khan

Agency:
Wunderman, Dubai
----------------------------------------------------------------------------------------------------

The Pledge
Microsoft has certain protocols for internal meetings which ensure
everyone follows basic mannerisms with each other and with clients.
Usually conveyed by email, no one pays attention to them, so we had
to find an engaging way to send the message.

The Turn
We created branded ‘Microfresh’ chewing gum, placed on every
employee’s desk and in all the meeting rooms. On the reverse of the
packaging, was a list of meeting protocols in an easy-to-read format
which served as a gentle reminder to employees so they could
freshen up and brush up at once.

The Prestige
We gave Microsoft its very own branded chewing gum.
The HR department says that the decorum of conduct in the office
has improved. Proof of response - the idea has been reprinted
three times, even catching the attention of Microsoft clients.

Microsoft - Three strikes and you're done

2009-04-05T08:27:00.000-07:00

(Click to view image full)

Awards:
Dubai Lynx 2008 - Silver & Bronze
Communicate Magazine - Featured

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter : Richa Khan

Agency:
Wunderman, Dubai
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The Pledge
Most small-medium companies think they can get away with using
unlicensed software. We had to educate business-heads and urge them
to get licensed. We had a modest budget.

The Turn
We used ‘mail’ - the most obvious flat medium very effectively - 3 letters
from a licensingadvisor using different delivery modes, building urgency
with every step.
• The first friendly letter went by ‘Regular Post’.
• The second less courteous one went by ‘Registered Post’,
to be personally collected from the post-office ín the Middle East.
• And the third curt one by ‘Urgent Courier’, gave an ultimatum
to license before a deadline.

The Prestige
1000 mailers delivered. The first letter didn't get much response.
We drew attention with the second and reached a crescendo with
the third – over 140 businesses responded. The idea is now up
for a re-run.

IAA - The Eavesdropper

2009-04-05T08:24:00.000-07:00

(Click to view image full)

Awards: None

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Douglas D'cruze

Agency:
Wunderman, Dubai
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The Pledge
The International Advertising Association (IAA) scheduled
a networking event for advertising professionals in January 2008.
We had to come up with an invitation to encourage attendance.

The Turn
An event like this would be incomplete without industry gossip
- so our mailer had a perforated section that could be rolled
into a cone and placed on the boss’ door to eavesdrop for inside
information. Alternatively, they could get the news by attending
the event.

The Prestige
Out of the 250 mailers posted, 190 responses were received!
This was an increase of 60 percent from the previous year.

Microsoft - The personal introduction

2009-04-05T08:19:00.000-07:00

(Click to view image full)

Awards:
Dubai Lynx 2008 - Silver
Wunderman 'The Loop' Worldwide Internal Newsletter - Showcased

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Shweta Tariq
Sr. Designer: Lina Nader

Agency:
Wunderman, Dubai
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The Pledge
Bill Gates was coming to the UAE for the first time and would
be speaking at Microsoft’s annual partner summit. We had to send
out exclusive invitations to hand-picked invitees such as CEOs
and CFOs who have packed schedules, to attend this mega-event
from different parts of the Gulf.

The Turn
What better way to reach out to people than a personal invitation?
We sent out silver business-card holders with Bill Gates’ business-card
inside - a highly exclusive, personal way to ask people to come
and see him.

The Prestige
Over 250 of the 300 invitees attended, many flying in from
different parts of the Gulf.

DBAJ - Total Support

2009-04-05T07:59:00.000-07:00

Award: None

Credits:
Art Director : Malesh Ponnusamy

Agency:
Wunderman, Dubai
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The Pledge
The Dubai Bone & Joint Centre (DBAJ) is a relatively new entrant
in the field of private musculoskeletal care. As part of their communication
to patients, DBAJ had created a set of 12 informative leaflets, each focusing
on one of the many different products and services they provided. The brief
was to create a leaflet stand that would hold and display this set of leaflets
in an interesting way.

The Turn
The idea for the stand came from Basil, the DBAJ mascot which is the
wooden figurine of a man with flexible joints. We placed a transparent
acrylic holder for the leaflet in his hands, so it looked like Basil himself
was holding them. This visually depicted how DBAJ was welcoming
patients into their fold, and would take care of them and support them
until their health improved.

Microsoft - Size Wise

2009-04-05T07:55:00.000-07:00

Awards:
Echo DMA 2007 - Finalist

Credits:
Art Director: Malesh Ponnusamy
Executive Creative Director: Kerry Platts
Copywriter : Shweta Tariq / Malesh Ponnusamy

Agency:
Wunderman, Dubai
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The Pledge
Microsoft had to convince heads of IT departments that the SQL Server
is capable of handling data management processes, regardless of their
company’s size. For a product of this size and cost, we had to get them
interested in its flexibility and convert them into sales leads.

The Turn
Using a clothes hanger, we asked them to choose from anything
between Medium and XXXL and talked about how the server is bound
to be a perfect fit for their company. After they had responded, we sent
them a SQL Server T-shirt.

The Prestige
Out 250 mailers, about 42 responses became sales leads and till now,
Microsoft has sold servers to 10 IT departments.

Dubai Chamber of Commerce & Industry - MRM Business Awards

2009-04-05T07:34:00.000-07:00

Awards:
Campaign Middle East awards 07 - Finalist

Credits:
Art Director: Malesh Ponnusamy
Associate Creative Director: Pooja Chandani
Copywriter: Richa Khan

Agency:
Wunderman, Dubai
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The Pledge
In 2006, the Dubai Chamber of Commerce & Industry (DCCI)
with the ruler of Dubai, launched the MRM Business Awards.
A presentation ceremony was planned. The award had to be
introduced to heads of Dubai’s biggest business houses and
they had to be convinced to attend the event.

The Turn
Every successful business is about getting qualities such as
ambition, strategy and procedure right. With these words jumbled
up on a custom-made Rubik’s Cube, we demonstrated the degree
of difficulty in getting the perfect business combination. The few
who got it right succeeded by winning the first MRM Awards.

The Prestige
Out of 500 invites sent, 400 attended the event – an amazing
response rate of 80%.