Club Mahindra: the bag "alive"

Challenge:
The task was to communicate to warm prospects who had already gone through a Club Mahindra sales presentation - offering them the unique opportunity to become members / of Club Mahindra - India's largest vacation ownership company. These prospects had shown interest but not bought into a membership. The challenge, therefore, was to find an idea so compelling that it could get the brand Invited into their homes - where a longer and more persuasive sales pitch could be made.

Strategy and Solution:
The strategy was to offer an expensive looking gift that many people would find hard to refuse - a brand new travel companion. The twist was that the bag was locked with a combination lock. Respondents would have to call Club Mahindra to invite a salesman over to unlock the bag and use it. To persuade the recipient to actually make a call
to Club Mahindra the creative leap we took was to bring the bag "alive" almost as if it was human and dying to go on a holiday with its new owner. The entire pitch to the recipient to call Club Mahindra to unlock the bag, was made by the bag itself and not the brand.

Results:
Of the 147 bags sent as a test case in Mumbai and Delhi, 40 potential members called to invite Club Mahindra
to come and meet them at their residences. An unheard of 27% response rate.

Advertising Agency: M&C Saatchi Direct and Digital, Mumbai, India

Creative Directors: Deepak Agarwal, Ganesh Prasad Acharya
Art Director: Ganesh Prasad Acharya / Copywriters: Deepak Agarwal, Gauri Gokarn