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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2013 Promo & Activation

CUT TO BUILD

Silver Spike

Case Film

Presentation Board

ClientTHE J.C.C. CO.
CategoryA02. Best Use of Merchandising/In-Store Marketing
TitleCUT TO BUILD
Product/ServiceOLFA CUTTER
Entrant Company OGILVY & MATHER Bangkok, THAILAND
Advertising Agency OGILVY & MATHER Bangkok, THAILAND
Credits
Name Company Position
Siwat Homkham Music Composer
Patcharapon Puntiptawee Graphic Designer
Thitipong Pimolwetkul Assistant Director
Akegaluck Sagaew Artist
Trirat Tulathong Bob Eye View Studio Retouch
Navaratana Donkort Bob Eye View Studio Photographer
Wisarut Deelorm Editor
Chalongwut Chorruangsak/Akkarawatt Thanawiboonphol/Siriwat Seeseang/Panit Jirawa Cinematographer
Pagorn Jungrungruang Kratai Tuentua Co./Ltd. Director
Settha Veerathunmanon Ccda Bangkok University
Phawit Chitrakorn Ogilvy/Mather/Thailand Account Manager
Patsa Attanon Ogilvy/Mather/Thailand Account Supervisor
Uravasee Chaturongakul/Potrawee Wichien//Suparrerk Kulintaraprasert/Sasinan Jira Ogilvy/Mather/Thailand Agency Producer
Nopadol Srikieatikajohn/Wisit Lumsiricharoenchoke/Puripong Limwanatipong/Prasit Ogilvy/Mather/Thailand Art Director
Puripong Limwanatipong/Krai Kittikorn/Thanachai Shavitranuruk/Kris Garford Spind Ogilvy/Mather/Thailand Copywriter
Wisit Lumsiricharoenchoke Ogilvy/Mather/Thailand Executive Creative Director
Nopadol Srikieatikajohn Ogilvy/Mather/Thailand Chief Creative Officer

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.

Describe how the promotion developed from concept to implementation:

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or 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.