Malaysian Media Awards Winners Showcase

2016 | |

Joy Ride to Growing Up with Faber-Castell

Advertiser: A.W. Faber-Castell (M) Sdn. Bhd.
Brand: Faber-Castell SpeedX
Creative Agency: -
Credits: -

The Challenge
In today’s world, children are exposed to technology at a tender age. The exposure is limitless and cluttered. Media is consumed with cynicism and low involvement. We needed to formulate a strategy and engagement plan that was invitational rather than intrusive. We wanted to create a mark in their daily lives through a medium that encircles them on a daily basis. We did just that!

Insight, Strategy and the Idea
Students spend almost 60% school days commuting to schools. It’s the journey that matters not the destination. The ride is seen as 1st form of independence from their protective parents, fueling social interaction with one another, filled with emotions, expressions and anticipation. It provides emotional cushioning and escapism for students. Yellow buses became an iconic ritual ride for students, it is natural and conducive platform to strengthen Faber-Castell-Companion for Life positioning. The idea showcase actual involvement with Faber-Castell as a happy companion, seamlessly extended into a daily holistic engagement, fitted snugly into the activation.

Media Execution
Faber-Castell became the 1st advertiser to embark on big yellow school bus invasion. We wrapped and built an army of 50 yellow school buses in Klang Valley. Faber-Castell is the first brand in Malaysia to fully wrap fifty 40 seater big buses. We stormed 17 schools and potentially reached 21,344 students on a daily basis. Total of 1000 Faber-Castell pens were given to students on the bus before they enter schools in order for them to sample immediately.

Results and Effectiveness
The campaign managed to get the product directly to the students, it is truly targeted and effective. Being 1st to embark on a new platform that is creative. Client will repeat the exercise if budget allows in future. We are proud that our brand and product became a companion, but even prouder that it put a smile on the face of each child.