2010 Winners & Shortlists

The Brief

The window tinting industry is very competitive. Awareness levels of the various advantages are high. The leading brands offer the same protection features. This is why the brief was to create a quirky and memorable DM that makes Llumar Tint a ‘top-of-mind-recall’ brand without harping about the same benefits that everyone else does.

Creative Execution

The idea was pretty original as it stayed away from stating the usual advantages. We targeted parking lots and kept the booklet on vehicles that didn’t have any window tint.

Describe the creative solution to the brief/objective.

Instead of stating the same advantages that everyone else does, we created a booklet that ‘demonstrated’ the advantages of Llumar Tint in a humorous manner. The idea demonstrated the fact as long as you Llumar tint, you can pretty much do anything you want inside your car.

Results

The direct mailer was very well received as it struck a chord with the target audience. As a result, Llumar saw an increase of 9% in sales in the first month.