In Thailand, OLFA is a cutter brand that was known only among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its hundred plus cutter models. The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by organizing an exhibition to demonstrate the product performance of OLFA cutters. Also, we aim to attract the publicity to spread this exhibition in a wider scale, both in Thailand and other countries.

In order to demonstrate the product performance of various models of OLFA cutters, we created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task required of it. The Pop-Up Store became the key element of the PR campaign that was able to draw a large number of publicity’s attention that helped spread the voice including the local journalists as well as the international website bloggers.

This leads to our credible results;

• In one week, over 20,000 people visited the store

• Sales increased by 200% comparing to the normal shop

• Free earned media as a number of websites reported on the store

• The store ignited interest in art of paper cutting

We created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task required of it. The Pop-Up Store was located in the Exhibition Center in Bangkok for one month and it became the key element of the PR campaign that was able to draw a large number of publicity’s attention that helped spread the voice including the local journalists as well as the international website bloggers.

• In one week, over 20,000 people visited the store.

• Sales increased by 200% comparing to the normal shop.

• Free earned media as a number of websites reported on the store.

• The store ignited interest in art of paper cutting.