Design > Corporate or Brand Identity
HANDWRITTEN NEWSPAPER
NAGA DDB MALAYSIA, Selangor / SCHWAN-STABILO MARKETING / 2009
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
Stabilo makes Malaysia’s longest-lasting pen – the Marathon Pen. And this longevity makes it a most cost-effective buy as well as the ideal instrument for those who write a lot. Stabilo wanted its primary target – students – to know this.
ClientBriefOrObjective
We were after talk value amongst the students. That in itself was a challenge. This target group is not your everyday, mainstream target group and the more traditional media is not necessarily the best option. So rather than waste money on something that was hit and miss, we decided to produce a piece of communication that was different, non-traditional and a topic of conversation.
Effectiveness
Passed on and talked about, Handwritten Newspaper became a most effective use of limited budget. Higher returns on investment when compared to a more traditional media buy – estimated at over $80,000 in talk value.
Execution
Students love congregating at bookshops and cafés, browsing through and reading displayed publications. So we displayed a publication they can browse through and read. A complete newspaper where everything – the news, the editorials, the pictures and ads – everything was rendered in pen before printing. We also felt that using the media as the message gave us greater impact when compared to just placing a pen ad in the newspaper – an ad students may or may not read.
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