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Brief: To determine the feasibility of cruise ship owners as a potential market base for DHL Import Express.
Insight: Yacht owners many picky when it comes to their yacht. And rightfully so. luxury yachts are expensive propositions. A yacht owner will receive only genuine spare parts to have appreciated as he just could not take the risk with other things. Also, he does not
third party would believe this, as the technical knowledge yachts are still scarce in this country. Now, import the individual parts on a regular basis can get expensive. So, rather than impose a cost each time a part is needed, yacht owners to buy spare parts in bulk and store it in storage for future use. While this may seem cheaper, they eventually cause the cost of warehousing in addition to the cost of spare parts for repairs in the future is unknown.
Idea: Getting the trust of yacht owners with shocking him with our knowledge of his yacht.
Implementation: A database of yacht owners with name and model of each yacht owner (s) have been obtained. Yacht owner then sends mailer shaped folder with the name of their own cruise ship on the cover say There's someone who cares as much as you do. "It is in the detailed technical blueprint of his own yacht with a personal letter about how well the DHL know this particular model and how they can and get the correct spare parts from anywhere in the world. In this way, his yacht and he will remain perfect not need to pay an unnecessary good.
Response: This mailing had a response rate of 80% productive. That's an ROI of 45% with 16 good leads of the 20 outs of mail. Moreover, this activity not only brought within the scope for future business, it opens up a whole new customer base for DHL Express Import service.
Advertising Agency: OgilvyOne Mumbai, India
Creative Director / Copywriter: Shahrukh Dandiwala
Art Director: George Lishoy
Extra credit: Gaurav Magotra, Abhishek Sharma, Nirmala D'Souza
Published: August 2009
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