Scribe, a company with 50 years of tradition and leader in the paper and notebook category in Mexico, had stopped being relevant brand for teens and young adults. Therefore, we were faced with the challenge of connecting Scribe with this market segment, millennials.

We realised that in order to win them over, we had to emotionally connect with them. We knew we could only achieve this by transforming the brand from the core, becoming more than just paper and notebooks to offering “inspirational spaces”. Flirting with this new brand essence ScribeBillboard was born, the first interactive Live Action Billboard.

ScribeBillboard started out as a great white canvas in which Cecilia Beaven, young Mexican artist, painted ideas she received via Twitter on the wall of her house during 10 days. After these 10 days, this white canvas became a space where the ideas of these youngsters would live on forever.

ScribeBillboard became a conversation topic both nationally and worldwide, building upon a new brand perception towards different, fresh and innovative, accomplishing our objective of connecting emotionally with a strict audience as are millennials; achieving a double digit growth in sales in high and premium segment, which is the segment in which the brand needed to grow.