Advertiser: A.W. Faber-Castell (M) Sdn Bhd Brand: Watercolour Gel Pastel Creative Agency: - Credits: -
Children have an active imagination, are faithful media consumers and heavily rely on their digital devices. Thus, to bring back tactile experience, we needed a sneakier approach to capture their attention! Faber-Castell’s WGP is a 3-in-1 consisting of crayon, pastel and watercolour that delivers fun and creativity. Hence, an engagement plan that’s invitational and enhances learning creativity.
Insight, Strategy and the Idea
Recognizing their self-expression need, kids lead a ‘collage’ lifestyle –they collate and fuse different elements together forming and customizing own experiences which are perfectly aligned to our new WGP 3-in-1. We’ve identified that 3 weeks before school holidays was the ideal campaign period as the teachers have a difficulties proposing activities keeping students engaged after exams. Hence, we saw an opportunity in showcasing our latest products to engage students. It was imperative to educate the concept of sharing, thus we provided 1 communal box (all colour) to each group, while each student got two colour each. Students have to work with each other in sharing the communal box to explore and learn the different techniques applicable for the new 3-in-1 WGP.
Focused on a media neutral contact selection that would drive word-of-mouth and experience – on-ground was selected with budget of RM6,000.00. We’ve selected 20 key schools with a potential reach of 4,500 students and teachers. 5,000 samples were given to the students for immediate use during activation. A contest was conducted after the school holidays to further encourage their creativity. As support, Faber-Castell rewarded the schools and winners.
Results and Effectiveness
Within the 1st week of execution, educators informed us of greater camaraderie amongst the students. More artworks were submitted during the campaign weeks versus the whole education year. Furthermore, sales and awareness of the WGP 3-in-1 has increased. Faber-Castell is now keen in further engaging schools as their main medium of communication.