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Hutch E.T.
The Brief: To personally announce the launch of the
Hutch cellular service in Chennai, to key opinion
leaders and get them to switch from their existing
service provider
The Idea: A personalized, 'open letter' from the VP,
Hutch Chennai, was sent out to each opinion leader,
as a front page ad on India's leading business daily,
The Economic Times, and hand-delivered to his residence,
first thing in the morning. The details of the benefits
of subscription were described in an enclosed flyer.
Results: The call centre received over 400 calls within
the first 3 hours from people expressing their surprise
and appreciation. Of these callers, 50% made the switch
on that day, Significantly, the exercise opened the
door to 15 large corporates
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