What was the communication challenge?
As organizations grow, so does their IT infrastructure. Most companies make do with
quick fixes, putting pressure on IT, which then runs from desk-to-desk, troubleshooting.
What is the idea?
We had to generate sales leads by introducing a new system which allows upkeep right
from the comfort of an IT person’s desk. This new system would mean an IT department
interacts less with its colleagues, making them lonely. So, as a gift, we sent them
real fish for company!
Logistically challenging, the idea depended on implementation. We trained deliverymen
across four countries to set up fish-bowls, food and tent-cards with a daily maintenance
list to keep the department occupied.
Simultaneously, a letter introducing the system was handed to IT managers.
Why does this work?
Ground breaking results – people couldn’t believe they had received a ‘live’ gift.
The Microsoft department was flooded with calls and e-mails. Over one-third responded
out of 1100 deliveries.
Awards:
Cannes Shortlist 2008 (Category – Media)
Gold at Dubai Lynx Awards 2008 (Category – Media)
Silver at Dubai Lynx Awards 2008 (Category – Direct)
Pooja Chandani,
Associate Creative Director, Wunderman Dubai
After three years cutting her teeth at India’s most awarded agency - Ogilvy & Mather
Bombay, Pooja moved to London to dabble in interactive, before finally finding her
calling in Direct Marketing at Wunderman Dubai.
Her work has been awarded many times over, having swept the Direct Category at the
regional Campaign awards, the inaugural Dubai Lynx awards and bagging the first
and only Direct Cannes Lion Gold in the Middle East. She has also been personally
recognised by Lester Wunderman for helping build Wunderman Dubai’s reputation as
the region’s most creative direct agency.
Richa Khan,
Head of Copy, Wunderman Dubai
Richa comes from a family of acclaimed writers, journalists and artists. Her powerful
genes and her love for words is what probably led her to the world of advertising
– where there is never a dull moment and the only constant is absolute freedom.
Now in her fifth year at Wunderman, she enjoys the position of Head of Copy, handling
Microsoft which manages creative for 16 countries specializing in direct and interactive
communication.
Richa’s wins include sweeping the Direct Category at the Campaign awards, the Dubai
Lynx awards, New York Festival, Echo DMA to winning the first and only Direct Cannes
Lion Gold in the Middle East.