Mother’s Pride came up with an irresistible offer – a guaranteed discount if you enroll your child early. However, we realized that while the offer was genuinely appealing, its significance might get lost in the flood of similar offers that a parent is bombarded with, day after day. So, we decided to take a dig at the offers that people are flooded with, to make our offer come across as authentic, and with the customer’s defenses down, they will relate with and rely on our communication. Keeping with the concept, we also added coupons that took the idea forward. And going by the response, the target group was delighted by the offer as well as the communication.