注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

CUT TO BUILD

基本信息
行业: 办公用品
媒体:推广与活动
投放:泰国
风格: Minimalism
说明cnen
Describe the brief from the client
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.

Promotion Development
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.

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

Relevancy to Product/Service
This is the first time in Thailand that the Pop-Up Store does not only display the product, but also demonstrate its performance. This became a direct experience with where the customers witnessed the effectiveness of OLFA cutters firsthand. Every detail of the Pop-Up Store, including product packaging and salespersons outfits were creative using OLFA cutters. The product’s performance also inspired customers to create their own paper arts using OLFA cutters.

Also, on the special occasion of the brand’s 57th anniversary celebrations, the Pop-Up Store improved brand recognition as the world’s first snap-off blade cutter that offers a variety of highly effective products perfectly suited to every task required of it.

In Thailand, OLFA is a cutter brand that was known 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 100+ cutter models. 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.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
文案:
美术指导:
客户主管:
客户经理:
制片:
导演:
摄像师:
剪辑:
奖项
D&AD 2014
提名 品牌设计
Brand Experience & Environments
D&AD 2014
年鉴奖 空间设计
Temporary Installations
The One Show 2014
优秀奖 体验性广告
Installations
戛纳国际创意节 2013
银奖 设计
Temporary Retail
戛纳国际创意节 2013
银奖 推广
Best Temporary In-Store Displays in a Promotional Campaign
戛纳国际创意节 2013
铜奖 推广
Business Products & Services
伦敦国际广告节 2013
银奖 设计
Art Direction
伦敦国际广告节 2013
铜奖 设计
Environmental Installations/Displays - Temporary
最新更新
加载中...
赞助商